HAWKY × ABBOTTAI COMMAND CENTER · US + INDIA · 2026
For Abbott Nutrition · built to scale to every division
One AI Command Center for Abbott’s entire digital marketing.
Start with the Nutrition Division. A single control unit that plugs into your data, runs every stream — performance, creative, social, competitive — and automates up to ~85% of the work, with your teams in command. And the memory stays yours.
Hawky.ai · The Digital Marketing Command Center
Command Center · UDIL · Streams · Autonomy · FeatherDB
Trusted by 100+ brands and agencies
The Command Center already runs for brands and agencies like these. From D2C and marketplaces to India’s largest agencies — teams trust Hawky to orchestrate their creative and performance.
Proven at scale. Puma, Amazon, Swiggy, Razorpay, TVS, WPP, Omnicom and more.
Hawky × Abbott
The idea
Today the digital space runs in silos. The Command Center makes it one. Performance, organic, creative, social, print, competitive intel, listening, ads and influencers — each in its own tool and team. Hawky unifies them into one orchestrated control unit, starting with Nutrition.
The streams you run today — separately
PerformanceOrganicCreativeDigital / Social OpsPrintCompetitor ReconTrends & ListeningAd OrchestrationInfluencer Orchestration
▼One Command Center orchestrates all of them — on one data layer, with one memory.
From many tools to one control unit. Same teams, one orchestrated system.
Hawky × Abbott · The idea
The architecture
The Command Center, top to bottom.
AI COMMAND CENTER
Orchestrates Abbott’s complete digital space
▼
Divisions
NutritionConsumer Health / EPDDiabetes Care · LibreDiagnostics
▼
Products
EnsureGlucernaPediaSureSimilacPedialyte
▼
UDIL
Meta AdsGoogle AdsTikTok AdsDV360GA4ShopifyAsset Inventory (DAM)CRM · Salesforce / Veeva
▼
Streams · Ops · Orch
PerformanceOrganicCreativeDigital / Social OpsPrintCompetitor ReconTrends & ListeningAd OrchestrationInfluencer Orchestration
▼
Autonomy
PerformanceCreative OpsSocial Content & Management~85% automated
▼
FeatherDBContext & memory engine across Abbott’s entire data layer — Abbott owns it, secure and private.
One stack. Command Center orchestrates; UDIL unifies the data; streams run the work; FeatherDB remembers.
Hawky × Abbott · Architecture
Divisions & products
Start with Nutrition. The same control unit extends to every division. Abbott runs four segments; the Command Center orchestrates each one’s digital marketing. We begin where creative-led consumer spend is highest.
START · Nutrition
Nutrition
Ensure, Glucerna, PediaSure, Similac — heavy consumer & D2C digital spend.
Established Pharma
Consumer Health / EPD
OTC brands across India & emerging markets — growing consumer digital.
Medical Devices
Diabetes Care · FreeStyle Libre
Direct-to-patient and consumer digital, subscription-led.
Diagnostics & Devices
Diagnostics
Largely HCP / B2B — targeted, compliant digital.
Nutrition products — where we start
EnsureGlucernaPediaSureSimilacPedialyteMama's Best
Prove it on Nutrition, then roll the same playbook to Consumer Health, Diabetes Care and beyond.
Hawky × Abbott · Divisions
Unified Data Intel Layer
One layer that plugs into everything Abbott already runs. UDIL unifies ad channels, ad networks, analytics, commerce, assets and CRM into a single, query-ready intelligence layer — the foundation every stream reads from.
Ad channels
Meta AdsGoogle AdsTikTok Ads
Ad network & analytics
DV360GA4
Commerce
Shopify
Asset inventory (DAM)
Adobe AEMVeeva Vault PromoMats
CRM & data
SalesforceVeeva Vault CRMAdobe / Marketo
Mapped to Abbott’s actual stack — Salesforce/Veeva, Adobe, GA4 — and read-only to start.
Hawky × Abbott · UDIL
Streams · operations · orchestration
Nine streams, one orchestration layer. Every part of the digital operation becomes a managed stream in the Command Center — monitored, coordinated and automated.
01
Performance Stream
Paid-media efficiency — ROAS, CPA, pacing across Meta, Google, DV360.
02
Organic Stream
SEO, owned content and organic social, tied to the same goals.
03
Creative Stream
Analysis, generation and versioning — 100+ entities per creative.
04
Digital / Social Ops
Publishing, community, calendars and asset routing.
05
Print Streams
Offline and print asset workflows, kept on-brand and compliant.
06
Competitor Reconnaissance
Rival creatives, offers and share-of-voice across the category.
07
Trends & Listening
Social listening and category trend detection, in real time.
08
Ad Orchestration
Budgets, bidding and approvals — executed with human sign-off.
09
Influencer Orchestration
Discovery, briefs and performance tracking in one place.
Creative and Competitor Recon go first — fastest to value — then the rest come online.
Hawky × Abbott · Streams
Performance Stream · deep dive
Automate the entire performance engine — Meta, Google and DV360. Goal agents chase your targets across every channel; proactive agents watch around the clock and act — reallocating budget, catching fatigue and scaling winners, with your team approving.
One orchestration layer over every ad platform. Goal + proactive agents run the media; humans set targets and approve.
Hawky × Abbott · Performance
Ad Orchestration · agents that publish & optimise
The agents don’t just recommend — they publish and optimise. Spend, launches and live campaigns at a glance; the agents flag what needs attention — a campaign drifting over CPA — and act on your approval.
💵
Spend (7d)$148,200
🎯
ROAS (7d)3.4x
↗
Ads launched (7d)42
📡
Live campaigns18
Needs your attentionReviewed automatically · updated just now
PediaSure · Prospecting — India
CPA $4.20 vs $3.30 target · trending up 4 days
Ensure · Retargeting — creative fatigue
CTR down 22% over 6 days · frequency 4.1
Start something — each builds a reviewable action table first
🚀
Launch a new campaignPediaSure back-to-school push
2 candidatesBuild table →
⏸
Pause low-ROAS ads3 adsets below your ROAS floor
3 candidatesBuild table →
📈
Increase budget on winnersGlucerna prospecting beating target
2 candidatesBuild table →
💸
Decrease budget on high-CPA ads2 adsets running over CPA target
2 candidatesBuild table →
Surface, propose, execute. The agent flags the issue and takes action on your approval — nothing goes live unreviewed.
Hawky × Abbott · Ad Orchestration
Organic Stream · deep dive
Own the organic feed — planned, published and learned from. A continuous loop: signals and trends shape the content plan, Hawky publishes across your owned and organic social channels, and engagement feeds the next round.
Organic that compounds. Every post teaches the next one, on the same goals as paid.
Hawky × Abbott · Organic
Creative Stream · the Creative Agent
An autonomous Creative Agent that ships — safely. It reads your BAUs, social and briefs, generates statics and video, validates every asset against historic and competitor performance and live trends, follows your brand guidelines — and passes each one through content, creative and compliance checks before it ever goes live.
Generation with guardrails. Autonomous production, checked for brand, content and compliance before ship.
Hawky × Abbott · Creative Agent
Creative Stream · three pillars of production
One agent. Three ways it produces. On-brand by default, data-driven by design, and wired straight into Shopify — with every BAU automated.
Pillar 01
On-brand production
Built from your brand kit, tone and templates — every asset on-brand at scale, in every format and language.
Pillar 02
Data-driven production
Assembled from the winning patterns in your ads and your competitors’ — performance-backed, with the BAUs automated end to end.
Pillar 03
Shopify & ecommerce
Pulls your Shopify product feed, detects winning patterns from ads and competitors, and generates & optimises PDP and store creative — fully managed.
Production that manages itself. On-brand, performance-led and ecommerce-ready.
Hawky × Abbott · Creative
Creative Intelligence · element × metric signal
Every nutrition creative element, scored against every metric. Claims, endorsers, audience, offers and format — each correlated with CPA, CTR, view-through, conversion and ROAS across all your analysed assets. Green = better, red = worse.
All 16Product & claim 6Audience & endorser 5Offer, trust & format 5Hook 4CTA 3
| CREATIVE ENTITY | CPA MED $4.98 | CPM MED $20.3 | CTR MED 2.8% | VTR MED 52.9% | CONV MED 3.1% | ROAS MED 2.4x | ATC MED 6.3% | HOLD MED 68.9% |
|---|---|---|---|---|---|---|---|---|
| PRODUCT & CLAIM · 6 ENTITIES | ||||||||
Pack-shot hero PACK_SHOT · IMG | $3.02 | $166 | 3.3% | 50% | 2.8% | 2.8x | 5.8% | 63% |
Protein claim PROTEIN_CLAIM · STRING | $2.95 | $149 | 3.1% | 54% | 2.9% | 3.2x | 6.3% | 64% |
Immunity claim IMMUNITY_CLAIM · STRING | $2.87 | $148 | 3.1% | 52% | 3.0% | 2.6x | 6.6% | 60% |
Clinical proof CLINICAL_PROOF · BOOL | $3.02 | $163 | 3.1% | 58% | 2.7% | 3.0x | 6.7% | 63% |
| AUDIENCE & ENDORSER · 5 ENTITIES | ||||||||
Doctor / expert ENDORSER_DOCTOR · STRING | $2.53 | $156 | 3.2% | 56% | 3.2% | 3.1x | 6.7% | 68% |
Celebrity ENDORSER_CELEB · STRING | $3.83 | $196 | 2.4% | 44% | 1.8% | 2.2x | 4.7% | 54% |
Real mom / caregiver CAREGIVER · STRING | $2.75 | $163 | 3.5% | 51% | 2.7% | 3.0x | 5.9% | 63% |
Active-ageing 50+ AUDIENCE_50PLUS · STRING | $3.15 | $151 | 3.4% | 55% | 3.0% | 2.8x | 6.7% | 65% |
| OFFER, TRUST & FORMAT · 5 ENTITIES | ||||||||
“India’s No.1” TRUST_NO1 · BOOL | $2.70 | $153 | 3.6% | 60% | 2.9% | 3.0x | 6.0% | 67% |
Weather DCO DCO_WEATHER · BOOL | $2.92 | $150 | 3.3% | 50% | 2.6% | 2.8x | 5.5% | 61% |
Regional language LANG_REGIONAL · STRING | $3.12 | $167 | 2.8% | 56% | 2.5% | 2.7x | 6.2% | 66% |
CTA: Buy now CTA_TYPE · STRING | $3.45 | $169 | 2.9% | 54% | 2.7% | 2.8x | 5.5% | 59% |
Real correlations for nutrition. Doctor-led, protein and “India’s No.1” surface as the strongest levers.
Hawky × Abbott · Creative Intelligence
Creative Intelligence · drill into any signal
Click any signal to see exactly why it moves the metric. Every choice is quantified with its effect size and the best and worst values — here, a doctor-led endorsement lifts conversion from 1.9% to 3.8%.
| CREATIVE ENTITY | CPA MED $4.98 | CPM MED $20.3 | CTR MED 2.8% | VTR MED 52.9% | CONV MED 3.1% | |||
|---|---|---|---|---|---|---|---|---|
| SIGNAL FOCUS | ||||||||
Doctor / expert ENDORSER_DOCTOR | $2.74 | $144 | 3.4% | 59% | 3.1% | 2.9x | 6.3% | 71% |
Celebrity ENDORSER_CELEB | $3.96 | $198 | 2.5% | 42% | 2.1% | 2.2x | 4.8% | 48% |
Protein claim PROTEIN_CLAIM | $2.55 | $138 | 3.5% | 60% | 3.1% | 2.8x | 7.1% | 67% |
Discount / combo OFFER | $3.45 | $185 | 3.0% | 48% | 2.5% | 2.7x | 5.8% | 61% |
Doctor / expert endorsement
+18.0%
ENDORSER_DOCTOR · STRING · VS CONVERSION
Choosing a doctor / expert endorser explains 12% of the variance in Conversion across the library (η² 0.12 — a large effect). This choice helps performance.
Best value: doctor-led → Conversion 3.8% (n=14)
Worst value: no endorser → Conversion 1.9% (n=22)
Worst value: no endorser → Conversion 1.9% (n=22)
CATEGORY SIGNAL · LARGE · HELPS
From signal to explanation. Every recommendation is backed by the data behind it.
Hawky × Abbott · Creative Intelligence
Creative Intelligence · test before you spend
Upload a nutrition creative, get a verdict — before you spend. A predicted CPA, a keep / tweak / swap breakdown and a risk verdict on any Ensure, PediaSure or Glucerna ad, benchmarked against your analysed library.
POST-UPLOAD ANALYSIS
Adult nutrition · doctor-led open · protein & immunity hook
Medium risk · 41% of beats already strong · 6 keep · 9 tweak · 5 swap
ADULT NUTRITIONDOCTOR-LEDGATE $2.80PRED CPA $3.10
$3.10
PRED CPA
3.4%
PRED CONV
54%
PRED VTR
Predict, then produce. Know the risk before the media budget.
Hawky × Abbott · Creative Intelligence
Creative Intelligence · beat-by-beat fixes
Down to the beat: keep, tweak or swap. Every beat of a nutrition video gets a verdict with its CPA impact and the reference asset behind it — turning deep analysis into concrete edits the Creative Agent executes.
Keep 4Tweak 9Swap 5
VIDEO
verdict
#2
#3 claim
#4
#7
#8
#10
#11
#12
VOICEOVER
spoken
Feeling tired…
Your body needs
32 nutrients daily
Ensure has
doctor-
recommended
protein &
immunity
strength to
do more
Buy now
MOOD
emotion
concern
concern
informative
reassuring
trust
trust
confident
confident
uplifting
uplifting
call-to-act
BEAT #3 · 0:06–0:09 · CLAIM SWAP
AI verdict: the “32 nutrients” and immunity benefit lands too late. In top nutrition performers the core claim is clear by 0:03. Move protein & immunity into the first 3 seconds.
CPA IMPACT ▼ −18%AFFECTS hook3s ▲ large · Study MAR26-NUT
Analysis becomes action. Beat-level guidance the Creative Agent executes.
Hawky × Abbott · Creative Intelligence
Digital / Social Operations · deep dive
Run every social channel from one place. Plan, generate, schedule and manage Instagram, TikTok and Facebook — content and community — with creative produced on demand. Influencer work plugs in here too, but runs as its own stream.
One social command desk. Channels, content and community, orchestrated together.
Hawky × Abbott · Social Ops
Print Stream · deep dive
Every print placement — yours and your competitors’ — in one space. Hawky scrapes e-papers and magazines across every region worldwide, so print is monitored and managed alongside digital — including where competitors are showing up, and your share of print by market.
Print, finally visible. Global coverage of your and rivals’ print, in one live view.
Hawky × Abbott · Print
Print Orchestrator · brand ad frequency
Who’s advertising in print, when — and their share of voice. Brand-wise print ad frequency across the category, with a weekday distribution and share-of-voice for Ensure, Glucon-D, BournVita, Complan and Horlicks.
WEEKDAY DISTRIBUTION · SHARE OF VOICE
| MANUFACTURER | Mon | Tue | Wed | Thu | Fri | Sat | Sun | TOTAL | SOV% |
|---|---|---|---|---|---|---|---|---|---|
| Ensure India | 16 | 9 | 10 | 7 | 14 | 10 | 4 | 70 | 31.1% |
| Glucon-D | 8 | 8 | 11 | 12 | 12 | 1 | 4 | 56 | 24.9% |
| BournVita | 15 | 5 | 6 | 6 | 17 | 6 | 1 | 56 | 24.9% |
| Complan | — | 4 | 2 | 2 | 4 | 2 | 1 | 15 | 6.7% |
| Horlicks | 5 | 2 | 3 | 2 | 1 | — | — | 13 | 5.8% |
| Protinex | 1 | — | 1 | — | 2 | 1 | 1 | 6 | 2.7% |
Print, measured like digital. Frequency, weekday patterns and share of voice, per brand.
Hawky × Abbott · Print
Print Orchestrator · publications overview
Every publication, edition and brand — own and competitor. Across national and regional press — Times of India, Dainik Bhaskar, The Hindu, Anandabazar and more — see which brands run where, in which edition, and drill into the ads.
| PUBLICATION | EDITION | BRANDS | AD SUMMARY | BRANDS | ADS | REGION | |
|---|---|---|---|---|---|---|---|
| Times of India | Mumbai | Ensure, Glucon-D, Horlicks | 14 ads across 2 editions | 9 | 14 | Maharashtra | View 14 Ads |
| Dainik Bhaskar | Indore | Ensure, BournVita, Complan, Horlicks | 18 ads across 1 edition | 12 | 18 | Madhya Pradesh | View 18 Ads |
| The Hindu | Chennai | Glucon-D, Horlicks, Protinex | 8 ads across 1 edition | 6 | 8 | Tamil Nadu | View 8 Ads |
| Amar Ujala | Lucknow | Ensure, BournVita, Horlicks | 11 ads across 1 edition | 7 | 11 | Uttar Pradesh | View 11 Ads |
| Anandabazar Patrika | Kolkata | Glucon-D, BournVita | 5 ads across 1 edition | 4 | 5 | West Bengal | View 5 Ads |
| Malayala Manorama | Kochi | Horlicks, Complan, Boost | 9 ads across 1 edition | 6 | 9 | Kerala | View 9 Ads |
| Divya Bhaskar | Ahmedabad | Ensure, Glucon-D, Complan | 12 ads across 1 edition | 8 | 12 | Gujarat | View 12 Ads |
| Eenadu | Hyderabad | Ensure, Glucon-D | 4 ads across 1 edition | 3 | 4 | Telangana | View 4 Ads |
| Lokmat | Nagpur | BournVita, Horlicks | 4 ads across 1 edition | 3 | 4 | Maharashtra | View 4 Ads |
| The Telegraph | Kolkata | Horlicks, BournVita | 5 ads across 1 edition | 4 | 5 | West Bengal | View 5 Ads |
Regional coverage, one view. Publication × edition × brand × region, across the country.
Hawky × Abbott · Print
Trends & Listening
We don’t replace your social listening — we orchestrate it. Hawky plugs into Sprinklr and your existing listening stack, sits on top as the command center, and turns what it hears — per vertical, per brand — into content, scripts, creative and performance tests, the same day.
Your listening stack, put to work. Signals in from Sprinklr → content, scripts and campaigns out.
Hawky × Abbott · Trends & Listening
Trends & Listening · sources & collaboration
Every trend source in one place — matched to product and creators. Beyond your listening tool, Hawky Listen scrapes LinkedIn, TikTok, Instagram, YouTube and health news — then, per product, separates what’s relevant to react to from new signals worth leveraging, and finds the creators already trending on the topic to collaborate with.
From signal to collaborator. Every source scraped, every trend matched to product and creator.
Hawky × Abbott · Trends & Listening
Competitor Reconnaissance · deep dive
A living reconnaissance on every competitor — 24/7. Their ads from Meta, Google and TikTok ad libraries; their ecommerce and Amazon reviews; their social — latest content, who they collaborate with, what they say. One always-on Competitor 360.
Always-on competitive 360. Ads, ecommerce and social — watched around the clock.
Hawky × Abbott · Recon
Competitor Reconnaissance · insights
Track the whole nutrition category, live. Ad launch velocity and Meta-vs-Google platform split across Glucon-D, Ensure India, BournVita, Complan and Horlicks — see who’s ramping spend and where.
Your exact competitive set. Who’s launching, on which platform, right now.
Hawky × Abbott · Competitor Recon
Competitor Reconnaissance · creatives
Every competitor creative — including DCO and regional. Rivals’ live and inactive ads, like Glucon-D’s weather-personalised, multi-language creatives — messaging, offers and formats, exactly as they run.
See what’s working for them. Live creatives, DCO variants and regional cuts.
Hawky × Abbott · Competitor Recon
YouTube analysis · competitor & own
Track YouTube — competitors’ and your own. Every YouTube ad and channel across the category, with launch history. Organic content is tracked as organic; paid as performance — so nothing is missed.
One view of YouTube. Organic tracked as organic, paid as performance.
Hawky × Abbott · YouTube
YouTube analysis · single-ad deep-dive
Down to one ad: launches, promoters and performance. First launched, times relaunched, who ran it, and views and likes over time — the full history behind any competitor or own YouTube asset.
The story behind every asset. Launch history and performance, ad by ad.
Hawky × Abbott · YouTube
Influencer Orchestration · deep dive
Know the impact before you sign the influencer. Hawky discovers creators, analyses their recent content and audience sentiment, and predicts the lift on performance, engagement and brand — before you commit. It also tracks who your competitors are working with.
Evidence before spend. Predicted impact per creator, plus a watch on competitors’ influencers.
Hawky × Abbott · Influencer
Influencer Orchestration · discovery
Discover every creator in your category — and who they work with. Thousands of creators ranked by ad volume and mapped to the brands running them — so you find the right partners and see who your competitors already use.
Find partners, spot rivals’ creators. Ranked by real ad output.
Hawky × Abbott · Influencer
Influencer Orchestration · analyse a creator
Every creator, fully profiled — before you reach out. Reach, media mix, messaging angles, hook types, product categories and top CTAs — so you know the fit and the likely impact up front.
Fit and impact, up front. Angles, hooks and categories per creator.
Hawky × Abbott · Influencer
Influencer Orchestration · activity & competitive collab
See a creator’s output — and your competitors’ collabs — over time. Ad velocity, peak launches and brand loyalty, so you can time outreach and track who your rivals are collaborating with.
Time it right. Velocity, loyalty and competitive-collab history.
Hawky × Abbott · Influencer
What it does · use cases
The agents don’t just run tasks — they work together. Four everyday workflows the Command Center runs end to end, each a hand-off between specialised agents.
Use case 01
Meta campaign, fully managed
Goal Agent→Proactive Agent→Creative Agent→Ad Orchestration
Goal agents set the target; proactive agents monitor 24/7, reallocate budget and pause underperformers; creatives are pulled from the Creative Agent, and competitor ideas from Recon.
Use case 02
Creative production loop
Trends→Creative Agent→Ad Orchestration→Performance
A trend is detected, the Creative Agent generates and validates on-brand assets, ships them to ad orchestration, and performance deploys and measures — then feeds back.
Use case 03
Competitor-triggered response
Competitor Recon→Creative Agent→Performance
Recon spots a rival’s new offer or creative; the Creative Agent counters within brand and compliance; performance launches the response — the same day.
Use case 04
New-product launch, all streams
Trends→Creative→Performance→Social→Influencer
A launch orchestrated across every stream — trends inform the angle, creative produces the assets, performance and social distribute, influencers amplify — run by one command center.
One team of agents, many workflows. The same mesh handles campaigns, creative, competitive response and launches.
Hawky × Abbott · Use cases
The big picture · agent mesh
One orchestration layer. A mesh of agents that talk to each other. Every stream is an agent; the Command Center coordinates them and FeatherDB gives them shared memory.
Not tools in a row — a coordinated team. Agents hand off to each other, on one shared memory.
Hawky × Abbott · Orchestration
Worked example · a Meta campaign
A Meta campaign, run by the agents — step by step. Goal and proactive agents manage the media, pull ideas from Recon and creatives from the Creative Agent, ship through Ad Orchestration, and keep optimising — on loop.
Set the goal; the agents do the rest. Monitor, source ideas, create, deploy, reallocate — continuously.
Hawky × Abbott · Meta walkthrough
Autonomy
Hawky runs up to ~85% of the digital space. Your teams stay in command. Performance, creative operations, and social content & management run autonomously — agents execute, humans approve and set direction.
Autonomous
Performance
Agents monitor, reallocate budget and flag fatigue against ROAS/CPA goals — you approve.
Autonomous
Creative Ops
Analyse winners, generate on-brand variants and retire fatigued creative — continuously.
Autonomous
Social Content & Management
Plan, produce, schedule and manage community across channels.
~85% automated by Hawky
Human direction
Automation with a hand on the wheel. Agents do the work; your team sets goals and approves.
Hawky × Abbott · Autonomy
FeatherDB · context & memory
Every decision, remembered. The memory is yours. FeatherDB is the context engine across Abbott’s entire data layer — persistent, Abbott-first memory of what works, owned by you.
FEATHERDB · THE MOAT
Institutional Knowledge
One database holds Abbott’s entire institutional knowledge — every MCP, from Hawky and from Feather, ingests context into it. Change your agency or add a new tool, and the context is already there: plug and play, nothing lost.
Persistent
Memory that never resets
Every result, test and decision, across brands and streams.
Abbott-first
Yours, not the platform’s
Built around Abbott’s goals and data, not one ad platform.
Owned & secure
You hold the memory
Private, encrypted and portable — Abbott owns it.
Compounding
Smarter every week
The more it runs, the sharper every recommendation.
The moat is memory. Owned by Abbott, shared across every agent and tool — agency-proof.
Hawky × Abbott · FeatherDB
Where we start
Start with Nutrition. Live in weeks, not quarters. Stand up UDIL read-only on the Nutrition brands, switch on Competitor Reconnaissance and the Creative + Performance streams first, then expand division by division.
Phase 1 · weeks 1–2
Stand up UDIL on Nutrition
Connect the Nutrition brands read-only; switch on Competitor Recon and the Creative + Performance streams.
Phase 2 · weeks 3–6
Turn on autonomy
Let Performance and Creative Ops run autonomously against agreed ROAS/CPA goals, with approvals.
Phase 3 · quarter 2
Expand
Add Social, Organic and Influencer streams — then extend to the next division.
Surender Selvaraj · surender@hawky.ai
Hawky.ai · The Digital Marketing Command Center
Hawky MCP · fits how you already work
Hawky plugs into the tools your team already lives in. Through the Hawky MCP, the agents connect to Slack, Google Sheets, Docs and Excel — they pick up tasks where your team already assigns them, act, and report back. No new place to check.
Hawky
The agents meet your team where they work. Tasks in, actions and status back — via mcp.hawky.ai/mcp.
Hawky × Abbott · Hawky MCP
FeatherDB · your context engine
Your everyday context, turned into better marketing. Meetings, weekly and monthly reviews and business strategy flow into FeatherDB — the shared memory the agents read from — so what you decide in the room steers performance, creative, organic and social. And Abbott owns it.
FeatherDB
Context in, better decisions out. The memory is Abbott’s — secure, private and compounding.
Hawky × Abbott · FeatherDB