Communications leader and SOCIETY founder Dena Vassallo has launched CREW, a new communications intelligence company built to turn an abundance of communications data into meaningful measurement and actionable intelligence.
CREW will connect 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.
The platform enables organisations to connect the signals relevant to their business and build more meaningful measurement systems around their communications objectives.
It then uses intelligence and AI-enabled analysis to help surface what is shifting, what may be driving it and where 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.
Its name reflects the philosophy behind the technology: that individual signals become more powerful when considered together.
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.
“There has never been more communications data available to brands, yet proving what communications is actually achieving remains incredibly difficult,” said Vassallo.
“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,”
“The opportunity isn’t to give communicators more data. It is to give them greater clarity, stronger measurement and the intelligence to know what matters and what to do next” Vassallo added.
CREW is initially open to a limited number of organisations for demonstrations and early access.
