Communications leader and SOCIETY founder Dena Vassallo has launched CREW, a new communications intelligence company built to address one of the industry’s most persistent challenges: turning an abundance of communications data into meaningful measurement and actionable intelligence.

 

CREW connects signals from across communications, audiences, media, reputation, LLM visibility and the broader market to help organisations understand what matters, what’s working and what to do next. 

 

“There has never been more communications data available to brands, yet proving what communications is actually achieving remains incredibly difficult,” Vassallo said.

 

“We have measurement tools everywhere, but too often we’re still measuring channels, outputs and individual metrics in isolation. The result is more reporting, not necessarily more understanding.

 

“CREW is being built around a different question: what actually matters to this organisation, and how do we measure whether communications is moving it?”

 

The platform enables organisations to bring together and connect the signals relevant to their business and build more meaningful measurement systems around their communications objectives to give teams more clarity.

 

It then uses intelligence and AI-enabled analysis to help surface what is shifting, what may be driving it and where communications and marketing leaders should focus next.

 

The company has been established independently of SOCIETY, with CREW designed for use by brands, communications teams and the broader communications industry.

 

The idea for CREW emerged from Vassallo’s experience working with senior marketing and communications leaders through independent marketing communications agency SOCIETY, which she founded in 2017.

 

“Over the years I’ve heard the same frustration from brands again and again: I know communications matters, but I need a better way to demonstrate its impact.

 

“CREW is our answer to that problem.”

 

Its name reflects the philosophy behind the technology: that individual signals become more powerful when considered together.

 

Much like a crew working in synchronisation, the platform connects different sources of intelligence to create a clearer view of what is happening around an organisation and whether its communications are having the intended impact. 

 

Vassallo said the ambition is to help move the industry from communications reporting towards communications intelligence.

 

“The opportunity isn’t to give communicators more data. They already have it.

 

“It is to give them greater clarity, stronger measurement and the intelligence to know what matters and what to do next.”

 

CREW is initially opening to a limited number of organisations for demonstrations and early access.

 

Register your interest at withcrew.com for early access, a demonstration and a first look at the future of communications intelligence.

A huge congratulations to our CEO and Founder, Dena Vassallo, for being recognised at the Mumbrella Awards as Industry Leader of the Year.

 

Australia’s marketing, media and creative talent was recognised at the annual Mumbrella Awards on Thursday 26 July at the Star in Sydney.

 

This award is a testament to Dena’s fearless energy and purpose-led leadership that challenges the norm and helps shape a better society.

 

“Dena was described by our judges as pushing the industry forward with her commercial leadership and willingness to invest personally in initiatives that benefit the wider sector,” said the judges.

 

“Dena is putting her money where her mouth is for the good of the industry, while absolutely smashing it with her own business. Congratulations Dena.”

 

Congratulations to all the leaders who made the list and are shaping a better, braver and stronger industry.

We’ve proudly partnered with a host of new clients across a diverse range of industries, cementing our position as the champion for brands working to positively shape society.

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New client partnerships in the last six months include:

• Magnum Ice Cream Company
• Minda
• City of Holdfast Bay, Jetty Road Mainstreet Committee (Glenelg)
• PixelForce
• Rydges Hotels & Resorts 
• Violet Crumble (U.S.)
• YPulse (U.S.)

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“At SOCIETY, we’ve always believed that purpose, people and profit can – and should – thrive together,” says SOCIETY CEO and Founder Dena Vassallo. 

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“These new partnerships prove that brands are looking for partners who can blend bold ideas with meaningful impact. Our global teams at SOCIETY consistently deliver great work that moves culture, community and business forward.”

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The new client wins build on a series of several major milestones for SOCIETY including:

• The Australian team being shortlisted for PRWeek Global Awards: Best Agency and CPRA Golden Target Awards: Best Agency and Industry Leader
• The SOCIETY STUDIOS achieving its most profitable financial year to date
• First partnerships with brands in the UK 
• The one-year anniversary of SOCIETY U.S., which has played a pivotable role in the agency’s international growth.

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“Over the past year, we’ve partnered with brands across the beauty, food, tech, health and financial sectors delivering strategic campaigns rooted in purpose and impact,” said U.S. Managing Director, Katie Rosholt. 

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“As we look ahead, we’re energised to build on this momentum and collaborate with brands that share our vision of creating meaningful change and leaving a lasting imprint on society.”

SOCIETY is proud to represent a suite of long-standing partners including Woolworths, Optus, Unilever, Stockland and more, putting people and community at the heart of its approach to marketing communications.