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also provide data-backed advice to inform campaigns and strategies. As team leader, Lynsey Hutchison shares, this has moved the team from “intuition to evidence-based, trusted influence and advice.” Why we like it: The importance of comms teams being data-driven is frequently discussed, but it’s rare to see it implemented so effectively. Barclays’ Communications Insight and Optimisation team shows what can be achieved by having access to good data and using it smartly to make decisions. It highlights that data, rather than being feared, can drive outcomes, support a comms function to deliver strategic value and is much more than a buzzword.
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