John McNeil Studio Helps Contentsquare Put a Human Face on Analytics with Rebrand and Campaign

While data and analytics sometimes have a cold reputation, used in the right way, they can also enable digital experiences to be more human, intuitive, inviting and frictionless. That’s why experience analytics leader Contentsquare wanted to highlight their commitment to providing “More. Human. Analytics.” – offering insights and services that radically redefine the role data plays in our lives. Teaming with creative & strategic brand firm John McNeil Studio (JMS) for the rebrand and campaign, Contentsquare not only demonstrates how their insights fuel innovation but also how they put the humans behind the data front and center. 

Founded in Paris in 2012, Contentsquare empowers brands to build better digital experiences with its experience analytics platform, which visualizes trillions of digital behaviors, delivering intelligent recommendations that can be used to grow revenue and increase loyalty. To date, it has already helped 1000+ businesses globally deliver exceptional digital experiences for their customers.  However, in working with JMS, Contentsquare wanted to showcase their human benefits, including their commitment to privacy – they don’t use third-party cookies and offer a cookie-less version of their product. 

“As the business world begins to rethink how they understand customers and customer experiences in the wake of a trend away from using cookies and targeting, Contentsquare wanted to lead the charge in this next chapter,” explains studio founder/CEO, John McNeil. “Redefining their brand, positioning and messaging meant rethinking their entire identity and then relaunching them in the marketplace with a new website, new messaging and a global campaign. We wanted to build a complete system that enabled the brand to mature to be the bonafide, enterprise-ready solution they are today.” 

The new identity reflects this evolution with confidence, featuring a new icon and wordmark paired with character-focused photography and copy that communicates Contentsquare’s human approach with wit and youthful spirit.  Beyond the main “More. Human. Analytics.” taglines, messaging like “Uncookied. Untargeted. Understood.” and "Everyone is unique. Know what makes them click" are direct statements of intent that signal that Contentsquare is celebrating and supporting  everyone’s right to privacy, and telling businesses that they don’t have to sacrifice customer understanding in order to enable that privacy. 

This approach is also reflected in JMS’s new Contentsquare campaign – with media strategy developed in partnership with agency Ways & Means – featuring display and audio advertising, out-of-home and a series of spots featuring a diverse range of people giving exaggerated, slow motion reactions. The advertisements then wryly ask viewers if they can tell what emotions are being depicted – awestruck or dumbstruck, delight or disgust, and more – suggesting that Contentsquare is the one analytics platform that can tell the difference.

To develop the new identity and campaign, JMS worked closely with Contentsquare’s founder, Jonathan Cherki, and Chief Marketing Officer, Niki Hall and all areas of the company from sales, product management, marketing, human resources and beyond. This comprehensive process allowed JMS to go beyond the branding and advertising, allowing the new positioning to have a material effect across all areas of the company. "When you embark on a project as important as evolving your brand, it’s key to find a partner that will really understand the essence of your company today, but also the vision for where you want to take it in the future,” says Hall. “JMS was able to take all the various pieces of the Contentsquare story and mission to craft an identity and campaign that reflect both the scale of our ambitions but also our desire to bring it all back to the people who are online every day — people who have high hopes for our digital society."

“Everyone was very collaborative and supportive, leading the charge on making sure the voice and mission were communicated and embraced internally,” adds McNeil. “That’s when our team works best - when we’re able to work with company leadership to offer a mix of strategic consulting and creative, handling everything from brand positioning, brand messaging and brand design, to campaign development and production. This was a project where we were engaged in every single element and the result is a new brand and campaign that everyone is extremely proud of.”