THE DATA PARTNER FOR SPORTS AND MEDIA
Mediacells is an award-winning business intelligence agency, headquartered in the UK. Audience Engineering® generates insight and puts the power of data in each client’s hands to inform decisions and maximise performance.
INTRODUCING AUDIENCE ENGINEERING®
Audience Engineering® is a sequence of five data disciplines embracing design, science, engineering, analytics and reporting to generate the crucial insight that informs successful, performance decisions. Read more
1. DESIGN MAKES DATA FIT FOR PURPOSE

2. ENGINEERING ENSURES DATA IS ACCESSIBLE

3. SCIENCE ENSURES DATA HAS VALUE

4. ANALYTICS ILLUMINATES ROUTES TO SUCCESS

5. REPORTING POWERS SUCCESSFUL DECISIONS

Brad Rees
CEO
Steve Moss
COO
Neil Morgan
Chairman
RECENT NEWS
Woman’s football lifts the Barbie Never Fail curse
16 August 2023The FIFA Women’s World Cup 2023™ continues to excite global audiences on and off the pitch, despite the Down-Under time differences. The tournament in Australia and New Zealand has been a moment for Women’s football. There are only a few more sleeps until the World Cup final between Spain and England at the Stadium Australia … Read More
AI commentary arrives at Wimbledon while humans display controversial ‘fan engagement’ in Ashes Test
3 July 2023The new Wimbledon service will be separate to the BBC’s coverage for the 3 July-16 July tournament and IBM’s AI team claim the technology has been trained in the “unique language of tennis” with the help of the All England Club. IBM said the first set of AI commentary will be available after the first day … Read More
Audiences may be the last to benefit from AI
30 June 2023In the latest Black Mirror Netflix Original, Joan is Awful, we are shown an AI nightmare where people’s lives are turned into content, with or without their permission. “It’s designed to keep the viewer in a state of mesmerized horror,” says the mythical Streamberry CEO, “it’s great for engagement.” This burnished technology vision of Black … Read More
Mediacells uses AI for brand direction but employs humans for creative destination
29 June 2023After five years R&D development Mediacells has been awarded the trademark for Audience Engineering (AE), a business insights system to inform performance decisions for rights owners and sponsors. To mark the occasion the Mediacells team wanted to use AE to produce a unique, creative identity. We decided to embark on a new creative path for … Read More
Always Sunny in Wrexhamania
14 April 2023Mediacells advises football club clients to think outside of the ground in the context of their fanbase. If a club looks at their fortunes in terms of takings at the stadium, purchases in store, online and physical, plus TV deals – the sponsorship revenue will reflect the club’s mindset. Take Wrexham AFC as an example … Read More
Fans have the last word on ChatGPT
31 March 2023Events in the first three months of 2023 shattered a lot of agency crystal balls about what lies ahead for big tech and sports. The mothernode intersecting the various media agency about-turns and flip-flops can be attributed to the rapid roll-out of fresh generative AI tools, like Microsoft-backed ChatGPT and Google’s Bard. It was the … Read More