The Grump-o-meter: Harnessing the power of pets

Manning Gottlieb OMD


The Grump-o-meter is the story of how MG OMD built a unique planning tool to map the mood of Londoners to cheer them up with our Battersea content, and inspire them to explore rehoming a Battersea cat or dog. Using historic, current and live data to build a tool that allowed us to plan, phase and react to the capital’s moods and pin-point the moments when surfacing our content would be most impactful, cheering people up and stemming declining rehoming figures at the same time.

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