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Meet Brennan White of Cortex in Downtown Crossing

Today we’d like to introduce you to Brennan White.

Brennan, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
My partner Matt Peters and I founded a social media agency 10 years ago – Pandemic Labs. We were the first social media agency in the country and worked with very cool, global brands and huge agencies. Every time we encountered a problem and thought “there should be software for this” we’d Google, we’d find a software addressing that problem, and we’d try it.

When it came to making (and supporting, defending, or predicting) creative decisions, this wasn’t true. We kept looking for a software that would recommend times to deploy content or tell us how to improve our marketing content, but that software didn’t exist.

This issue, creating great content and deploying it right, every time, was only becoming more important as social took root and major brands went from creating dozens of pieces of marketing content a year to thousands of pieces of content per year.

It was clear to us, doing this every day that this was THE core problem marketers were starting to face, and more importantly, were going to face over the next decade as even more channels and content types emerged. Since no one else was doing it, we decided to do it ourselves.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The technology has been impactful since the early days, so that’s been a blessing. There wasn’t a long period of panicking – “oh no, what’s wrong?”

The biggest issue we’ve had to date is communicating the vision with investors. Most investors aren’t marketers and don’t even understand the basics of marketing, let alone the cutting edge parts of marketing. They don’t have an easy way to understand and judge the size of the problem. Luckily we convinced a few angels to invest early on and have been able to build a sustainable business from there.

Please tell us about Cortex.
Cortex helps companies make more effective creative decisions.

Since companies make 90-100x more creative decisions a year (just in marketing) than they did a decade ago, their ability to make those decisions quickly and effectively has a huge impact on the results of their marketing.

Cortex uses massive amounts of data and A.I. to automate content deployment decisions (by automating and improving content calendars), content creation decisions (by automating and improving content briefs), and content promotion decisions. Customers regularly see several hundred percent improvement in their key marketing objectives just by improving those three things.

We’re the only approaching this problem head on.

I’m most proud of the team we’ve built. A bunch of friendly geniuses who are awesome to work with. And we have a few more additions we have yet to announce that will make some waves in our industry.

If you had to go back in time and start over, would you have done anything differently?
If I were to do it again, I would have spent less time talking to investors. Before “AI for X” became the rage in the past year, most investor conversations were wasted time I could have been spending with customers and prospects.

But overall, we’re on a very exciting trajectory and at the most exciting time, so I wouldn’t change much.

Contact Info:

  • Address: 77 summer street
    5th floor
  • Website:
  • Email:

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