11:14 am – I pass by a break-out room and see our head of branded content directing an editor.

ME:

“Hey, nice edit! Is that the Ramadan piece for [insert luxury brand name – no Moms, I’m not name-dropping!]?”

CARLA:

“Yes! It’s turning out nicely, right?”

You better believe it is – mainly because of her strategic direction. You see, she used our Content Intelligence internal product, which allows us to get deeper insight into the values of our audiences. Instead of taking a global campaign that mixed luxury and music, she used the CI results to develop a local version mixing luxury, fashion and art. She then found a local illustrator and a regional fashion designer – who had created some beautiful art and a full collection of abayas – and we created a nice little series.