We’ve been busy working with a leading property development company in the UK to modernise their marketing strategy. While they’re building amazing leisure destinations in real life, they’ve asked us to help build their brand on social—bringing it up to speed with modern life and putting social at the centre of their marketing efforts.
Our Initial Marketing Audit
The foundation of a project like this is always a good old audit. (Okay, we’ll stop with the building puns.) We started by reviewing where the brand sat alongside its competitors, how effective its current marketing was, and where opportunities for improvement were. In our next meeting, we took the client team through our strategy, creative thinking, and examples of what success might look like.
The feedback? Over 170 pages of insights was way too long. Teams on the client side were getting lost in it—finding it hard to condense into tangible actions, and therefore couldn’t use what we’d shared. We confess, we got a bit carried away with ideas.
An Actionable Social Framework That Actually Moves the Needle
But there was a choice to make—about holding ourselves accountable and, ultimately, whether we were driving business results. So, we went back to basics. We audited client teams to find out what the most valuable bits of our initial work were and what was holding people back from using it effectively.
Armed with new info, we were decisive with our editing and kept only the most valuable, tactical, and applicable content. The final contents included:
- Our POV on the landscape of modern social
- Audience cohorts – what they are and how to work with them
- Social signals – how they drive relevance and where to find them
- Content creation tips to maximise attention
- Amplification and measurement framework to track effectiveness
Hands-On Implementation and Building a Social-First Culture
We then got hands-on, helping local teams implement it at scale. Because we don’t build playbooks that sit on the shelf—we build practical solutions that teams can use every single day.
Part of retraining teams to upskill and put social at the centre of their marketing is teaching. And we love to come in and work closely with people on just that. Now, we’re taking it one step further by placing one of our own strategists into a 3-month secondment with the client—helping to fully embed the handbooks and uncover any operational challenges or skills gaps.
Adapting for Future Success
It’s been such a positive experience partnering with a client that truly believes in and invests in a modern approach to marketing. They’re changing traditional boardroom views of social media—and we’re working alongside their marketing team to help make that happen.
But the real success story here was having the humility to step back, take on feedback, and focus on what was most effective for our client. Our industry is full of agencies wedded to certain ways of doing things—whether that’s consulting, media buying, or the ways we make creative.
The future of our industry—especially consulting—is about being adaptable and open to change.
