Brilliant Noise is a marketing and communications partner that transforms businesses through data-led strategy, planning and creative.

The agency works with some of the world’s leading brands including adidas, Universal Pictures and Jaguar Land Rover.

The challenge 

Getting to the revealing insight.

For every agency, the ability to profile audiences effectively is essential in acquiring valuable insights into their clients’ target markets. But for David Preece and Nick Siantonas, both Senior Strategists at Brilliant Noise, audience profiling plays a much more important role across their business.

“Audience profiling data is an integral part of our customer planning work”, says David.

“If we have new or existing personas to create for clients, we need a structure to build real insights behind them.

The data also gives us the quantitative proof behind our work, which allows us to make that case for strategic and creative solutions for clients.” 

"Being able to augment existing personas without having to pay for primary research is amazing."

The action

Backing creative ideas with the right data.

For Brilliant Noise, the ability to model personas is a key strength of the platform.

Nick observes, “We don’t have access to user panels and bespoke primary research when pitching or carrying out in-depth research, so we use GWI to model personas and gather insights.”

This capability gives Brilliant Noise the quantitative proof behind their work and allows them to make the case for strategic and creative solutions for prospective clients.

“We've used this data in several pitches."

"Recently, GWI acted as the proof point and core of the pitch."

The result

Winning new business with data-driven solutions.

I don’t think there’s ever been an instance where we’ve thought GWI was going in the wrong direction.