CREW LAUNCHES TO TRANSFORM COMMUNICATIONS MEASUREMENT

Communications leader and SOCIETY founder Dena Vassallo has unveiled CREW, a new intelligence company designed to help organisations turn abundant communications data into meaningful measurement and actionable insight. Built independently of SOCIETY, CREW connects signals across audiences, media, reputation and markets to provide clarity, stronger measurement and strategic intelligence.

In an industry awash with data but starved of clarity, communications leader Dena Vassallo has launched CREW, a new intelligence company designed to help organisations move beyond reporting towards genuine communications intelligence. Founded independently of her agency SOCIETY, CREW aims to address one of the sector’s most persistent challenges: demonstrating the true impact of communications.  

CREW’s platform connects signals from across communications, audiences, media, reputation, large language model visibility and the broader market, enabling organisations to understand what matters, what is working and where to focus next. By integrating disparate sources of information, it seeks to replace fragmented metrics with systems of measurement built around business objectives.  

“There has never been more communications data available to brands, yet proving what communications is actually achieving remains incredibly difficult,” Vassallo explained. “We have measurement tools everywhere, but too often we’re still measuring channels, outputs and individual metrics in isolation. The result is more reporting, not necessarily more understanding. CREW is being built around a different question: what actually matters to this organisation, and how do we measure whether communications is moving it?”  

The platform uses intelligence and AI-enabled analysis to surface what is shifting, what may be driving it and where communications and marketing leaders should concentrate their efforts. In doing so, CREW promises to give teams greater clarity and a practical path forward, rather than simply more dashboards and reports.  

The idea for CREW emerged from Vassallo’s experience working with senior marketing and communications leaders through SOCIETY, which she founded in 2017. Over the years she repeatedly heard the same frustration from brands: while communications clearly matters, proving its impact remains elusive. “CREW is our answer to that problem,” she said.  

Its name reflects the philosophy behind the technology. Just as a crew achieves more by working in synchronisation, CREW connects different signals to create a clearer view of what is happening around an organisation and whether its communications are having the intended effect.  

Vassallo’s ambition is to help the industry shift from communications reporting to communications intelligence. “The opportunity isn’t to give communicators more data. They already have it. It is to give them greater clarity, stronger measurement and the intelligence to know what matters and what to do next,” she said.  

With CREW, Vassallo is positioning communications not merely as a discipline of outputs but as a driver of organisational outcomes. By reframing measurement around impact rather than activity, CREW seeks to empower brands, communications teams and the wider industry to demonstrate the value of their work in ways that are both meaningful and actionable.