How agencies use social data for creative strategy & insights

The revolution in how audiences are reached, measured and understood through social media has not yet been matched by a revolution in creative strategy: what is being said, and how it is being said.

We surveyed strategists, planners, analysts and creatives at 13 leading agencies in the US and the UK in order to uncover how social data informs their insight-generation, creative strategy and process.

How do different agency roles and mindsets influence how an audience is understood? How are the most successful agencies using social data to glean insights and support creative work? And what is the overall purpose of audience intelligence within a creative team?

Download the whitepaper below to uncover our replicable ‘jobs to be done’ framework for social data in creative agency strategy. 

Where next?

Insights

How big is the spoiler conversation?

With the Game of Thrones saga finally coming to an end this Sunday, the online conversation about spoilers is reaching fever pitch.
Insights

The audience conversation for TV shows: drops vs. weekly releases

TV shows released all in one 'drop' create a different 'shape' of the audience conversation compared to shows going out weekly.