Strategy for what’s next.
Built for right now.
FutureFit is our consultancy offer, built to help you forge a clear path through the complexities of modern marketing—identifying and segmenting your core and potential customers and configuring the optimal mix of channels, communication strategies, creative and technology to reach, engage and convert them—ultimately, getting you to better outcomes, faster.
This strategic approach ensures you stay ahead of trends, outperform your competitors, and drive exceptional results with agility and precision.
And to allow for constant optimisation and delivery at pace, it’s augmented by our industry-leading proprietary AI tool, AudienceGPT, getting you to actionable insights at lightening speed.
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In a world of constant complexity, putting your audience at the heart of your strategy is the key to staying ahead.
AudienceGPT is our proprietary AI tool that keeps our strategies audience-centric and agile, while de-risking and speeding up delivery.
Think of it as an always-on strategy sidekick that turns your audience data into actionable insight at lightening pace.
It underpins every single workflow within our business, keeping stakeholders aligned and outputs optimised, while giving you the confidence that our work will always deliver, because it’s rooted in the one thing that matters most: your audiences’ motivations and mindsets.
How do we use it?
Research
Audience segmentation Quant & qual research
Planning
Media and creative planning
Delivery
Pre-flight creative, and personalise ad copy
Optimisation
Ingest performance data to inform iteration
Discover
Define
Deploy
case studies
HSS Hire Group is undergoing significant transformation, reshaping its business model to drive sustainable growth. At the heart of this strategy is the launch of HSS ProService, a cutting-edge, digital-first marketplace tailored to the building services industry. They asked us to help them identify, reach and engage the right customers for this new offer, so we built them a FutureFit roadmap to achieve this goal.
We started by analysing anonymised customer data with AudienceGPT. By cross-referencing this data with Companies House information, we assessed the size and structure of each business, identifying key decision-makers and purchasers.
Next, we employed advanced clustering algorithms to segment the audience based on shared attributes and behaviours. This allowed us to define distinct personas, each representing a unique customer group. These personas were enhanced by integrating proprietary research and open-sourced data to create silicon audiences—virtual representations of each segment.
We then used these silicon audiences to analyse their current customer journey, identifying key touchpoints and areas for improvement. Additionally, we tested communication strategies relevant to each channel, enabling us to fine-tune our approach. This process ensured that we engaged the right audiences with tailored messaging at the optimal time. HSS are now on target to grow revenue via the marketplace from 10% contribution to over 30% in Year 1.
GHD felt that YouTube was a missed opportunity for their brand and a channel where competitors were stealing relevant audiences across the globe, so they asked us to help them build a growth strategy for their brand on the channel.
We ingested customer data from across their digital ecosystem then created individual AudienceGPTs for 7 different markets to map the Contextual, Cultural, Communications and Category forces at play and pinpoint the strategic white space for their brand.
With a clearer picture of the differences and commonalities of these audiences across those for Cs, we were able to map content preferences into a global content strategy for ghd on Youtube, where we also identified content preferences for each territory. The data-driven and channel expert augmented strategy was delivered then delivered to ghd for them to execute.
Travel company Trafalgar came to us with a single customer persona that they felt was ageing out of their customer base, knowing they needed a fresh understanding of their customers in order to enhance the effectiveness of their marketing.
We took a first party dataset and ran clustering on it, this revealed five distinct customer segments that were output to data-backed, psychographic-enriched personas and used to create an AudienceGPT.
The personas have since been used in creative and media planning to level up their paid social strategy. This audience work has played a significant part in gaining a 1.9x ROAS uplift and a 2.9x Add To Cart to Purchase uplift for the brand in key audience clusters.
SharkNinja wanted to transform its social media operations across the US and EMEA to drive faster engagement, consistent messaging, and a unified global brand presence. Their siloed teams and slow workflows were limiting real-time customer interactions and holding back growth.
We built them a FutureFit roadmap, starting with discovery sprints that combined stakeholder interviews, internal audits, and competitive benchmarking. Using AudienceGPT, we analysed customer sentiment and behaviour to identify pain points, inefficiencies, and opportunities to align strategy, teams, and technology.
From these insights, we redesigned the organisation, integrating marketing, social, and customer service teams, and creating regional Centres of Excellence to manage social campaigns, customer interactions, and insights. Global playbooks and governance frameworks ensured local teams could adapt while maintaining a consistent brand voice, and a quarterly Global Leadership Community connected regional leads to share best practices.
The outcome was a fully integrated, agile social function. SharkNinja now responds faster, engages audiences more effectively, and executes social-first campaigns at pace, with social embedded as a core growth driver.
