We identify the audiences
your brand or IP will grow with.
We identify the audiences
your brand or IP will grow with.
And because our work starts with the online behavior and interests of audiences,
we can use those insights to activate precision media.
We know what’s in their scroll.
Shepherding
is about answering these questions:
Who should we be talking to?
What do they care about?
Where are they?
What unites or segments them?
How does this shape our creative, media, product, or messaging decisions?
Shepherding
is about answering these questions:
Who should we be talking to?
What do they care about?
Where are they?
What unites or segments them?
How does this shape our creative, media, product, or messaging decisions?
For our clients,
audience comes first.
“Shepherd uncovers the invisible audiences that marketers can’t.”
Jaime Gutfreud
Chief Experience Officer,
Hasbro
So in 2017,
We started Shepherding.
We never understood
why each department was
working against a different audience.
We never understood why each department was working against a different audience…
So in 2017,
We started Shepherding.
We learn who’s engaging with your brand, and your closest competitors.
We help you discover what sets your audiences apart—and what brings them together.
Audience Analysis
is all about contrasts.
Let's say you're leading a new video game launch and you want to make the smartest possible choices...
Here's a high-level view of how we might approach an Audience Analysis.
Let's say you're leading a new video game launch and you want to make the smartest possible choices...
Here's a high-level view of how we might approach an Audience Analysis.
We can also use mobile data to determine the audiences visiting your stores and your competition's.
We dive deep into the places that matter and the passions of the people who frequent them.
Then we show you who future growth will come from:
Your Growth Audiences.
And because our Audience Analysis is so actionable,
we also get asked to activate media.
Insights from Data
Media Activation with Precision
Then we show you who future growth will come from:
Your Growth Audiences.
And because our Audience Analysis is so actionable,
we also get asked to activate media.
Insights from Data
Media Activation with Precision
Yes, we plan, negotiate, buy and measure media from end to end.
All based on the things your audience cares about most - their interests.
Led by the audience data.
We bring audience insights to
media partners.
Paid that feels like Earned.
We nudge media partners & influencers to make things special.
Make it about them.
Find opportunities to edu-tain,
make audiences feel premium, etc.
Yes, we plan, negotiate, buy, and measure media from end to end.
All based on the things your audience cares about most - their interests.
Led by the
audience data.
We bring audience insights to
media partners.
Paid that feels
like Earned.
We nudge media partners & influencers to make things special.
Make it about
them.
Find opportunities to edu-tain,
make audiences feel premium, etc.
Meet the Team
-
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Dean McBeth
FOUNDER
-
![]()
Dan Walsh
FOUNDER
-
![]()
Dave Burg
FOUNDER
-
![]()
Sabrina Peters
MEDIA DIRECTOR
-
![]()
Kristina Arike
RESEARCH
-
![]()
Lauren Fitze
RESEARCH
-
![]()
Rina Boshmaf
RESEARCH
-
![]()
Madi Walter
RESEARCH
-
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Scott Gilmour
DESIGN
How we might work with you
If you want to see your audience in high fidelity, let’s talk.
We’ll ask you some questions about your audience, listen to your challenges, and show you some of our case studies.