THE MARKETING OPERATING SYSTEM · FOR GROWTH-STAGE CEOs

Marketing that moves people. Strategy that drives revenue.

Lively helps growth-stage CEOs and executive teams turn marketing from a cost centre into a growth engine — through CASiTM, the Marketing Operating System run by Mike White.

Book a time with Mike → How We Work
Clarity What is actually working
Direction What to do next
Cadence A rhythm you and your team can run
WHAT OUR PEERS & CLIENTS ARE SAYING

Results that speak for themselves.

Mike has helped me reposition my company, brand, ICP, value proposition and business momentum in less than 90 days.

Chris WhiteFormer SVP Cisco Systems · President Philips America

It's so exciting to see just how much our company has embraced Ericsson Momentum across all our different countries.

Sally CroftCMO, Ericsson EMEA

Mike is an absolute powerhouse, with an extensive knowledge of marketing, events and business development. Everyone should spend some time with this man, who is truly able to energise any business. Plus, the guy is affable and super collaborative, which is a great plus.

Nico SartiHead of Studio, Global Marketing Strategy · The Observer

Mike is an absolute pleasure to work with and understands the role experiential and digital content play in broader marketing strategy. He listens first — to the point where I'd feel comfortable having him pitch in front of our executive leadership team.

Stephanie JeanmouginTikTok

Brands we've operated for

Virgin Spotify Coinbase Twitter / X Ericsson Mazda Polkadot Hostelworld
The Connected Audience Flywheel™

One continuous programme. Not disconnected campaigns.

Marketing that drives revenue doesn't happen in bursts — it builds. The right audience, finding you in the right places, brought into a community you own, and kept connected over time. That's what the Connected Audience Flywheel™ delivers, through four foundational pillars.

01

Capture

Relevant content that earns attention. Signal analysis identifies what your highest-value audiences are responding to right now.

02

Engage

Distribution through the right channels. Governed rules that prevent waste and prioritise what compounds over time.

03

Connect

Movement into owned audience environments. Relationships and communities you own, not rent from a platform.

04

Gather

Experiences that deepen relationships and trust. The moments that convert audiences into long-term customers.

3Phases
12Operating steps
23Governed rules
0–100Scored per rule
Execution cadence
7days
30days
60days
90days

Leadership and teams always know what to do next.

How Lively works for you

Three things working together.

Lively brings together the delivery engine, the operating system, and the specialist, so your marketing always has clarity, direction, cadence and the right people with the right skills on it.

The Company
Lively

The delivery engine. Operators, specialists, and the network that executes when direction becomes deployment. We build and run the marketing your business needs.

The Product
CASi

The Connected Audience System IntelligenceTM. Where the 'I' means human intelligence, sharpened by AI. Twenty-three governed marketing rules and a 12-step process that connects you directly to the right audience via the right channel with the right messaging. 

The Operator

Mike White

Marketing and GTM advisor with twenty years of experience gained in the boardrooms of Virgin, Twitter, Spotify, Ericsson. The human judgement behind every CASiTM recommendation.

SOMETHING WE HEAR A LOT:

Too many plates spinning. We're spending on marketing, and I genuinely can't tell you what's working.

However, most marketing today tells how to:

Produce more content
Launch more campaigns
Spend more on media

Yet leadership still cannot answer three simple questions:

01What is actually working?
02What should we stop doing?
03What should we double down on?
The work

Boardrooms. Stages. Markets. Real results.

Selected case studies from 20+ years of connected audience programmes across industries and continents.

Mazda Innovation Hub — 4D VR experience across 22 EU markets
Automotive · UK → 22 EU Markets

Mazda — Scaling direct consumer engagement across Europe

A six-year programme helping Mazda bring vehicles directly to consumers through connected retail, media and immersive brand experiences.

22 EUmarkets scaled
13.18%avg YoY sales growth
3,500qualified leads
Spotify Beach Cannes Lions — Travis Scott, The Killers, Nas
Music · Tech · Cannes B2B

Spotify Beach — Cannes Lions

A multi-year programme helping Spotify strengthen relationships with advertisers, agencies, creators and partners through connected live experiences and private industry programming.

1,600+industry leaders hosted
Media Brandof the Year (first)
€542m → €678mad-supported revenue
Coinbase Direct Public Offering — Nasdaq listing
Crypto · Earn · Global

Coinbase Earn — Scaling crypto adoption through rewarded learning

A three-year programme helping Coinbase reduce adoption friction by turning complex digital assets into accessible, incentivised learning experiences for global audiences.

100+countries activated
$100m+crypto rewards distributed
~$200min Earn agreements
Ericsson Momentum — 5G Things at Ericsson D-15
Telecoms · 100+ Countries · Global

Ericsson Momentum — Scaling strategic alignment across global teams

A multi-year engagement programme designed to improve organisational clarity, leadership visibility and employee connection across Ericsson's global workforce.

30% → 86%strategic understanding
35,000+employees engaged
97%launch satisfaction
2×+leadership engagement YoY
Hostelworld Sand Hostel — Best Global Brand Activation 2018
Travel · Social Experience · Global

Hostelworld — Sand Hostel

A social-first brand experience designed to turn audience participation, content and live experiences into global engagement for Hostelworld.

41m+global reach
5.5maudience engagements
21.5mcompetition entries
Polkadot Decoded — Web3 sculptural installation
Web3 · Ecosystem Activation

Polkadot Decoded — Mobilising a decentralised network globally

A global ecosystem activation helping Polkadot connect its community, projects and developers through city hubs, virtual access, community-led programming and on-chain participation.

300,000virtual participants
73,500live participants
4 hubs· 150 community talks
$7.9bnmarket cap at programme
Twitter #SheInspiresMe campaign portrait
Social · Culture · Advertiser Engagement

Twitter — Turning cultural conversation into advertiser engagement

A multi-market programme helping Twitter strengthen relationships with advertisers and agencies through connected live experiences, content and social distribution around key cultural moments.

30m+organic impressions
500kengagements · 1.2m video views
$2.1bnTwitter ad revenue at programme
FREE ENTRY POINT
Want answers?
Get the Lively Experience every month. Trend reports and insights, along with real CEO questions, all reasoned and answered through Mike & CASiTM. Read it, ask your own, get a straight response.
Want Monthly Answers? →
The origin

Born from the work. Built over 20 years.

Lively isn't like any other agency because its founder started inside the real marketing challenges of companies that couldn't afford guesswork and couldn't afford to keep doing what everyone else was doing.

Most agencies were built to serve the Fortune 1,000. Lively was built for the businesses with the most to gain. That gap is why we exist. And the story of how we got here is a little more human than most.

1990 Twelve years learning every marketing skill possible; client side, agency side, every channel, every budget size.
2002 Virgin asked me to set up my own business. Not an offer you get every day. One of the first brand experience agencies of its kind and where CASiTM was actually born, I just didn't know it yet.
2002–2017 Built ITCH, a disruptor agency doing work most agencies wouldn't know what to do with.
2017 Pivoted to Lively: expanding into the US with Spotify, Ericsson, Coinbase and Degreed.
2023 Took a deliberate step back, every agency was offering the same thing, and I could see the tidal wave of AI coming. Kept working with key clients while testing whether my own marketing could prove what I was building.
2024 Launched Audience101 and my own event series; Staying Human in a Digital World, across SXSW and virtually.
2025 Listened. To CEOs, CMOs and specialists all wrestling with the same challenges.
2026 Here we are; an agency designed for now, built from that audience, not a boardroom.
How you engage

One governed solution. Three levels of support.

The difference is how much specialist direction and delivery you layer on top.

Mike takes a limited number of new client engagements each month. Spaces fill quickly. If you are considering CASiTM, now is the time.
CASiTM Direction

Executive Partnership

Direction, clarity and cadence — built around your business.

$5,000/month
Set-up: $10,000
  • A specialist as invested in your outcomes as you are
  • Marketing tied to revenue targets, not just reach and impressions
  • A live central system your whole team collaborates with
  • Quarterly review against real audience and market signals
  • Monthly direction — what's working, what's missing, what to stop
  • Bi-weekly marketing & creative strategy session with Mike
  • Access to a global specialist network
  • A peer CEO community navigating the same challenges

Outcome: Marketing that drives revenue, not just reach.

Book a time with Mike →
Lively Delivery

Delivery (Upgrade)

Full execution. Built around you, not our overhead.

$7,500/month
Direction & Delivery Management
Scoped — priced to your requirements
  • Everything in Executive Partnership
  • Custom resources designed around your business, not a standard package
  • Content, media, events and community — ready to deploy when you need them
  • Work with your existing team, add resources into it, or hand us the wheel entirely
  • All the capability of a traditional agency, none of the overhead mark-up you end up paying for

Outcome: You set the direction. We build and run the engine.

Discuss scope →
FREE ENTRY POINT

Want answers?

Get the Lively Experience every month. Trend reports and insights, along with real CEO questions, all reasoned and answered through Mike & CASiTM.

Free
Read it, ask your own questions, get a straight response.
  • Real signals from CEOs, CMOs and specialists in the room
  • Pattern reads on what's actually moving revenue right now
  • Frameworks, prompts and CASiTM tools you can use the same week
  • The first place new diagnostics, events and openings are announced

Outcome: A monthly cadence that keeps your thinking ahead of the market.

Want Monthly Answers? →
The community

iamcasi.com

The peer network for CEOs who want real answers, not more noise.

iamcasi.com is a private, governed community; not a forum, not a feed. It's where CEOs working through the same challenges get access to the intelligence behind CASiTM, a peer group that doesn't sell to each other, and a direct line into how Lively thinks.

  • Monthly intelligence report

    The research and signal sources we use inside CASiTM engagements, sent directly to members before anyone else sees them.

  • Peer CEO roundtables

    Sessions with $5M–$30M revenue peers solving the same problems. No vendor pitches, no consultants in the room.

  • The podcast

    In-room conversations with CEOs and operators on what's actually working. Launching soon — members first.

  • Private company hub

    When you're ready to work with Lively directly, your space is already here.

Free to join whilst we build. The businesses that get in now will shape what it becomes.

Join iamcasi.com →

iamcasi.com

FAQs

Common questions.

Straight answers to what CEOs and founders ask before booking a conversation.

What is Lively?

Lively helps CEOs and founders of growing businesses get clarity on what their marketing is actually doing, what is wasting money, and what needs to happen next.

We work inside the business to connect strategy, audience, marketing activity, and revenue goals into one operating rhythm.

What is CASiTM?

CASiTM is Lively's marketing operating system.

It gives CEOs and marketing leaders a clearer way to see what is working, what is not, and where to focus. It connects strategy, audience, content, campaigns, community, and revenue into a cadence your business can actually run.

Who is Lively for?

Lively is built for CEOs, founders, and leadership teams of businesses doing roughly $5M–$30M in revenue who are spending on marketing but do not have enough clarity on what it is producing.

It is for businesses with momentum, ambition, and complexity, but not enough connection between marketing activity and business results.

What problem does Lively solve?

Most growing businesses are doing a lot of marketing, but the work often becomes scattered.

Channels multiply. Agencies come and go. Content gets produced. Budgets get spent. But the CEO still cannot clearly see what is driving growth.

Lively solves that by creating clarity, direction, and cadence.

How is this different from hiring a marketing agency?

An agency usually executes campaigns or manages specific channels.

Lively works at the operating level. We help leadership understand what marketing is doing, where the waste is, what should stop, what should scale, and how the work connects to revenue.

Less "more marketing stuff." More "better marketing decisions."

How is this different from traditional consulting?

Traditional consulting often ends with a deck.

Lively works inside the business on a regular rhythm. The goal is not just to explain the problem. The goal is to help leadership make decisions, align the team, and keep the system moving.

What do you mean by clarity, direction, cadence?

Clarity means knowing what your marketing is actually doing and where money, time, or energy is being wasted.

Direction means knowing what to focus on next and why it matters.

Cadence means having a rhythm for reviewing strategy, adjusting tactics, and keeping everyone aligned.

Do you replace our marketing team?

No.

Lively is not designed to replace your team. It helps your team, agencies, or partners work from a clearer strategy and shared definition of success.

The goal is to make the people you already have more focused and more effective.

What happens in the first conversation?

The first conversation is a clear, honest read on where your marketing is right now.

We look at what you are doing, what may be costing you, where the gaps are, and what the next best move could be.

No pitch theatre. No "let me take this back to the team" fog machine. Just a useful conversation.

What is the next step?

Book a 30-minute conversation.

You will get a clear read on what your marketing is doing, what it may be costing you, and what to do next.

No commitment. Just clarity.