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?

Communities

#CancelNetflix: The communities leading the boycott

How conservative communities stoked the culture wars over a French movie
Insights

How the gaming audience changed over lockdown

New audiences, a geographical split, and first-person shooters