Case Study: McCann Always On achieves real-time social intelligence and 3x engagement with NetBase Quid

McCann Always On Partners with NetBase to Operationalize Social Intelligence

McCann New York launched “McCann Always On” to build an agile, real‑time content practice that could understand and act on consumer behavior between traditional campaigns. The challenge was operationalizing social intelligence across client accounts—surfacing timely audience insights, connecting with microcommunities, and turning those insights into fast, relevant creative and media execution.

McCann partnered with NetBase’s social analytics platform (real‑time data from hundreds of millions of public sources) and built custom dashboards that revealed, for example, a late‑night millennial‑male audience for Cinnamon Toast Crunch. That insight drove targeted late‑night content that tripled engagement; the Always On team now supports 15 brands, grew the NY team tenfold, and has won 10+ awards, including two silver Cannes Lions.

McCann Always On

Kandace Hudspeth

Chief Digital Integration Officer