In May, Sam Carr and Jess Percival from the7stars and Twitter’s insight teams respectively, swapped jobs for a day to have a peek at how the other half live.
First up was Sam and his visit to Twitter’s office over in Piccadilly Circus. Arriving to a very warm welcome, and an even warmer breakfast buffet, Sam took the majority of the day to get over how plush Twitter’s offices are. Sitting in awe of the space didn’t last long as the packed-out agenda kicked off with a 1:1 with Twitter’s strategists.
Catching up with @matthewgerrard, Brand Planner at Twitter UK, Sam learned about the Brand Strategy department – the creative engine at Twitter. He was exposed to how they develop bespoke creative solutions for key brand partners, often tasked with increasing engagement in a way that fits in-line with relevant campaign objectives. One brilliant example is their work with the British Heart Foundation in using the <3 like button to drive education on the benefits of CPR. Case study link here; and here’s the video link: https://vimeo.com/200990613
After catch ups with the econometricians and commercial insight team, Sam got his hands dirty in helping to design a quantitative survey to understand the gaming habits of Twitter users, via their online community panel of ‘Twitter Insiders’; utilizing his gaming knowledge and contributing ideas for key industry trends.
Jess was eased into a day in the life at the7stars with a relaxed breakfast out of the office. But that was just a light precursor to the wonderful world of Brand Tracking, with Iceland’s Christmas campaign as the case study. The quant fun didn’t stop there, with Michelle taking Jess through our best segmentation work from the initial design of the study right through to the glossy magazine output.
After lunch in the park and a quick sunbathe, Jess had an afternoon lined up to learn all about non-digital channels, sitting down with Adele & Emma to hear about the lives of TV, OOH and Print planner/buyers.
It was an incredibly rewarding day for both Sam & Jess, finding out the differences and similarities in insight work between a media agency and a media owner, and how we can best work together in the future and take learnings for our own teams.