E14: The insight agency of tomorrow: Why perspective matters more than data
How do insight agencies keep up when tech companies and clients have access to more tools than they do? In Season 2, Episode 14, JT Turner sits down with John-William Awbrey, Head of Brand & Campaign Insights at Sky, to explore where agency value really sits as data becomes easier to access and analysis becomes faster to produce.
Together, they argue that data doesn’t create value; perspective does. Competitive advantage is shifting away from owning data toward interpretation, synthesis, and a point of view leaders trust
.They explore what the research agency of the future could, and should, look like: moving beyond static deliverables and slow, one-off projects to more embedded partnerships that combine human expertise, technology, and AI to deliver faster, more iterative, decision-ready insight for modern, always-on businesses.
How do insight agencies keep up when tech companies and clients have access to more tools than they do? In Season 2, Episode 14, JT Turner sits down with John-William Awbrey, Head of Brand & Campaign Insights at Sky, to explore where agency value really sits as data becomes easier to access and analysis becomes faster to produce.
Together, they argue that data doesn’t create value; perspective does. Competitive advantage is shifting away from owning data toward interpretation, synthesis, and a point of view leaders trust
.They explore what the research agency of the future could, and should, look like: moving beyond static deliverables and slow, one-off projects to more embedded partnerships that combine human expertise, technology, and AI to deliver faster, more iterative, decision-ready insight for modern, always-on businesses.
Head of Brand & Campaign Insights
John-William Awbrey, head of brand & campaign insights at Sky. With nearly 10 years client-side and previous experience agency-side, John-William has built a career around making marketing effectiveness both actionable and influential.
He developed Sky’s measurement framework and helped shape its creative evaluation approach, giving teams clearer ways to achieve better brand and campaign outcomes. Whether it’s testing creative or translating insights for the C-suite, his focus is on bringing rigor and real-world impact to brand performance.
