Inviting marketers to stop guessing and start knowing

The ‘Who Cares?’ platform gave GWI, a data and insights platform, a big, flexible creative vehicle to deliver provocative messages across all their key insight areas with a campaign that reacted to the world around it. If a story broke in the morning, we had an ad out by the afternoon.

increase
in brand awareness

24%

increase
in customer base

2x

advocacy
(strongest in the market)

76%

The Challenge

GWI had outgrown its category. After a major rebrand and rapid global growth, it needed a brand story bold enough to match its ambition and a tone that set it apart from the dry, corporate world of data and research. This was not just about visibility. It was about energy, confidence and making a real statement in the UK and US markets.

The Cultural Opportunity

GWI is a challenger brand in a sea of sameness. So we built them a platform that did what great data should ask better questions, stir debate and shift perspectives in everyday culture. Most people don’t care about stats. But they care deeply about the NHS, equal pay and climate change. So we flipped the conversation, using the news itself to bring scale and relevance.

Who Cares… became the creative engine to do it. Bold, flexible and culturally switched-on, it gave GWI a voice with bite, one that could speak up on the issues that matter, and be heard by the brands and businesses that need to.