After years of untethered social media growth, the firm had quite a few active accounts… more than 200 at the final count. We stepped in and consulted with their global and regional stakeholders to consolidate the approach, eventually reducing the number of accounts by 70%. Our governance strategy prioritised local representation while creating centralised controls to improve their account and, ultimately, content standards.

After some board-level consultation, we landed the idea that, as new creative features and formats were being released on social platforms, Arup would be rewarded for being early adopters with better results for trying the shiny new things. We worked with the brand team to sign-off on new, social-first varieties of creative and content.

As the richest pool of audience data that has ever existed, we believe social media insights should find their way into all parts of every business. The key is to make sure information is universally understood and usable. So, we created a global scorecard, able to take multiple data points and simplify them into single scores for those key areas of data. In other words, simplification.