10 years of data and communications. What’s changed? Everything.

It’s been a decade since Allegory – then Thwaites Communications – opened its doors. The past 10 years have been a whirlwind of excitement, challenges, achievements, hard work and lots of learning – about business, about human nature, and about something which drives much of modern life in 2022 – data.  

Allegory is marking its 10-year anniversary with a new campaign: Why Data Drives Reputation, exploring the inextricable link between data and communication. Before that happens, I want to take a look at some of the changes, challenges and realities that have defined a decade for me, for Allegory, and for everyone.   

Back in 2012, as I watched the opening ceremony of the London Olympics on the TV and saw Sir Tim Berners-Lee, inventor of the world wide web, live tweet ‘THIS IS FOR EVERYONE’, I had little idea that data would find its way into the heart of the agency I’d just founded, and into, well, pretty much every aspect of my life. 

I also couldn’t have predicted that within a few weeks I’d be working with Sir Tim himself at the Open Data Institute, where he is co-Founder of one of Allegory’s foundational clients, along with UK AI expert Sir Nigel Shadbolt (who is also Principal of Jesus College, Oxford). In September 2012, I and my fledgling business became immersed in the world of data, AI and innovation. And so it has stayed for the past 10 years. 

Data is everywhere, and increasingly visible 

In 2012, I certainly wasn’t using any of the on-demand, algorithm-led, data-driven services I use now. Deliveroo was not delivering my groceries within 10 minutes of an order; Zipcar was not loaning me a car to visit friends; and Netflix was not recommending its latest big hit show (in fact in 2012 Netflix’s first original TV series was released: Lilyhammer).  

Unless you happened to be down the pub with a bunch of computer or data scientists, it’s unlikely that data was on your radar at all in 2012 – except perhaps how much ‘data’ you had left on your mobile phone.

The pandemic has bought data into plain sight 

Fast forward ten years, and data is now part of a public conversation that was inconceivable in 2012. For the past two years, data has dictated whether we go out or stay inside; see friends and family, or (video) call them; go into the office, or stick to Zoom. Zoning into the latest Coronavirus statistics has become a habit for many – enabling us all to understand the current situation and have an opinion on what should come next. The pandemic, and, sadly, the current conflict in Ukraine, has also shown us how data can be used in misinformation and disinformation campaigns by individuals and groups with either ill-informed or dangerous agendas, and disseminated to millions via social media. 

There are so many things to learn from the pandemic, but I hope one of them is that data is relevant to all our lives – we can and should engage with it, but we should also understand its provenance. Whilst data was previously a hidden commodity, it is now recognised as a part of our national infrastructure, like roads and utilities, and we need to manage and engineer it in the same way.  

The pandemic has also shown us how powerful it can be when data is shared across borders. The World Health Organisation is able to quickly identify new Coronavirus variants because the global scientific community is continually reporting patterns and trends. The response from the best epidemiologists in the world is immediate. 

Communication never stands still

Just as data has irrevocably changed our lives over the past 10 years, so communication has evolved into a very different beast. In a media landscape which is dominated by 24/7 social media engagement and always-on channels, gaining cut-through is challenging for everyone working in our field. And of course it’s a much more crowded, competitive environment now. Everything has to be better all the time. Better stories (backed up by data!), better targeting and better impacts. 

As an agency, Allegory has responded by hugely diversifying its skills set: from a team of PR and strategic communications specialists in 2012, to a flexible, multi-faceted group of professionals able to run large-scale, multi-channel, multi-disciplinary campaigns in 2022. 

Plus ça change 

Whilst the world of data races on, some things closer to home remain constant: values, mission and work ethic. When I launched the agency I wanted to work with interesting people making a difference in the world. Sure, there was more money to be made in the corporate world, but that wasn’t and isn’t for me and those I work with.  We want to work with organisations that have a social purpose – across all sectors.

After a career advising UK government ministers, and reporting the news, I was used to applying intellectual rigour to every aspect of my work, and when I started the agency, I sought out clients where I was able to exercise that. I found it in (to name just a few) the Open Data Institute where we have worked to bring the value of data to public and private sector audiences over the past 10 years and in the Open University where we launched FutureLearn – the first UK MOOC (Massive Open Online Course) platform and in the visionary rebrand of the Energy Systems Catapult.  

But, without doubt, the greatest joy of the whole adventure has been the team – because any business is really about its people. I realised early on that to recruit dedicated, passionate, loyal staff is incredibly difficult and that we needed to ‘grow our own’, harnessing early talent and developing the strategic communicators of the future. Our internship programme has launched the careers of some truly excellent communications operators. They have rewarded us ten-fold with their dedication and energy. 

Charlotte McLeod, Allegory CEO

Now that I have stepped away from a day-to-day role at Allegory and onto pastures new, I feel very fortunate to have Charlotte McLeod as Allegory’s CEO, safeguarding and expanding my legacy, taking Allegory into its second decade and next iteration. Surrounding oneself with people who align with one’s values is always a great way to bring out the best in every situation. 

Onwards!

Why Data Drives Reputation will celebrate Allegory’s decade in business by looking to the future. We’ll be joining forces with six opinion formers from business and communications to explore how organisations can meet their goals by mobilising two huge drivers for change: data and communications. From responsible data governance and understanding audience behaviour, to countering misinformation and building thought leadership. Make sure you get to read all the articles by subscribing to receive them directly in your inbox and following us on Twitter and LinkedIn. 

10 years is a milestone for any business. Many don’t make it, and I’m extremely proud that Allegory has. 2032 – here we come! 

Emma Thwaites is Founder and Executive Chair of Allegory, and Director of Communications & Marketing at the Open Data Institute

The newbie: what I’ve learnt in my first month at Allegory

Starting your first proper job after university is bound to be a little nerve wracking, but what about when you’re working from home and you haven’t met all your colleagues in the flesh?

I wasn’t sure what to expect as the newest full time member of Allegory Communications, given the pressures of remote working, and the general economic uncertainty – yet, my first month has been truly amazing. My colleagues have made me feel unbelievably welcome and I got a feel for the team’s warmth and positivity very early on.

Our daily team meetings are a perfect start to the day. It’s a great way to check in with the whole team and find out what their priorities are for the day ahead. It adds a personal touch to the new ways of virtual working. 

I was expecting to be doing tedious admin-type tasks that no one else wanted to do and yet, I was so wrong. At Allegory, I have truly been in the midst of it all: pitching to journalists, meeting influencers from across the world and creating exciting new content for our clients and platforms. 

I think the best aspect of Allegory is that the team gives you the opportunity to have a go at everything. This can seem daunting at first as the newest member of the team, but even as a newbie, the team genuinely values your opinion and input.

Being split across business development and client facing work means that I get to experience the best of both worlds: working with clients that are at the pinnacle of their industry, while also getting to work on new and exciting internal projects. The variation keeps you on your toes!

When people say that agency life is fast-paced, they really mean it. With a packed diary and multiple meetings a day, it is impressive how the team juggles different projects and deadlines. Being new in the industry, it is pivotal to stay organised and on top of your workload.  

Begin the day prioritising your to-do-list

It’s easy to become bogged down with multiple tasks and approaching deadlines. It’s crucial to start your day by organising your to-do list, beginning with the most important actions first.

Block out time for urgent actions (and lunch)

The team has very different schedules and work patterns. You’ll need to be strict with your time management, while also maintaining a level of flexibility. If you want to get the work done, then block out time to do so! It is also important to block out the time for lunch, as otherwise you’ll be sitting at your desk all day. 

Ask questions (always!)

While soaking up all the new information and acronyms flying around, it is expected that you will have a million questions. The team made it clear very early on that it was absolutely okay to ask questions. The exchange of ideas can overcome any new challenges and you may find a more creative and effective solution in the process! 

Are communications professionals prepared for a data breach?

Balloons flying away to depict the escaping of data

Are communications professionals prepared for a data breach?

 

During last week’s keynote speech at the DataComms conference, our CEO Emma Thwaites polled the 200 or so communications professionals in attendance, on how prepared they were to respond to a major crisis situation involving data e.g a data breach.

Only 12% of the audience felt they were very prepared, with almost a third saying they were unprepared. 

 

Why this is a problem

Recent analysis has shown fines imposed by EU authorities under GDPR have increased by 40% in the past year, which tells us:

1. Businesses are being held publicly and financially accountable with increasing frequency

2. Corporate communications teams have another reputational risk to worry about

Like any crisis communications plan, having a good understanding of the risks, mitigating these risks, and being able to respond quickly is key. But as our mini poll suggests, if almost a third of senior communications professionals feel unprepared to deal with these issues, many businesses could be at risk of reputational harm.

 

All businesses aren’t created equal

For organisations with deep pockets, monopolistic positions and loyal users (i.e ‘big tech’), the financial and reputational damage of a GDPR fine is likely to have less of an impact, for now, compared with other sectors. 

Where we see a bigger problem in the short term is in sectors with high levels of competition, where consumers can more easily switch to rival brands without compromising on quality, price, choice or time already invested. Businesses that heavily rely on data and AI, e.g supermarkets, insurance providers or banks, face the highest risk, but it could equally include many smaller businesses too.

Customers, users and investors are becoming much wiser when it comes to Corporate Digital Responsibility (CDR) – that is, how seriously an organisation takes its responsibility to use and develop data and AI in ways that are safe, trustworthy, ethical and wise. As awareness of CDR grows, so does the likelihood that people will vote with their feet and their wallets when businesses get it wrong.

Here’s a thought: Just as Skyscanner now highlights CO2 emissions of certain routes to help travellers make more eco-friendly choices, what if we also had a CDR score when it comes to renewing our car insurance, or choosing who to bank with?

 

 

What can communications professionals do?

Corporate communications teams work as the enhancer and protector of the company’s reputation. Understanding data and AI, and the potential reputational risks when things go wrong is now very much part of the role. As a starting point for any comms professional thinking about these issues, we’d suggest:

  • Have a good understanding of how your organisation holds and uses data and artificial intelligence
  • Make sure your organisation – from the top to the bottom – understands their responsibility around data and AI, and the potential reputational risks
  • Review your crisis management plan, and make sure your response to any data and AI issues is up-to-date and robust
  • Consider your communication strategy around your organisations’ commitment to taking its corporate digital responsibility seriously

 

If you want to speak with us about any of the points in this blog, please get in touch here.