New search agency links with established North West operator

Jack Smithson

A new search agency has been launched to reveal how audiences are really behaving online, based in Manchester and London.

Led by search expert Jack Smithson, Vine Insights says it takes a fresh approach to helping brands stay relevant and connected to customers by focusing on rooting out customer needs and human behaviours to give communications strategies the edge.

Smithson is a former content director at London agency, Curated, where he worked with brands such as Specsavers, Essilor and Travis Perkins.

He said: “Our vision is to create a straight-talking agency that cuts out the jargon and focuses on real-life insights and the non-filtered picture.

“Too often, brands are led by the insta-version of what audiences want to project, rather than the reality.

“Within search, people have the freedom to be vulnerable, the ability to be educated and the desire to buy, all without judgement.

“If brands can understand the emotive triggers behind searches relevant to their products and services, they can create content that audiences want to see and engage with. It’s as simple as that.”

Vine is backed by the board of award-winning creative comms agency, Tangerine – Sandy Lindsay, Sarah Halton, Mary Harding and Sam Gregory.

Vine’s chair, Lindsay, said: “The four of us have had a brilliant time building Tangerine into a market-leading, 70+ strong business together and we’ve been looking for another investment opportunity for a while now.

“Search and online insights is a really exciting area that is moving at pace, so we felt it was the perfect time to get involved.

“It’s never been more important for brands to know where to place their marketing focus and spend and we were impressed with Jack’s vision for where he could take the business.”