Advances in technology are creating new challenges for communication and reputation management. To strengthen our strategic communications capabilities, we have partnered with Epical to launch a joint initiative. By collaborating with one of the region’s leading social and consumer intelligence companies, we will combine our extensive communications expertise with an innovative approach to analyzing digital conversations.
How can we identify hidden narratives across the social and digital media ecosystem? For years, Epical has specialized in generating actionable insights for major global brands across a wide range of industries. By redefining social listening through a comprehensive, predictive approach—powered by AI tools, cutting-edge analytical methodologies, and deep domain expertise—this partnership enables us to gain a more accurate understanding of stakeholder perceptions and underlying tensions.
We know that today’s communication challenges require a comprehensive and forward-looking approach. We integrate positioning, storytelling, the development of compelling creative content, and media training with qualitative analysis of digital conversations. Most importantly, this analysis must generate actionable insights that drive brand growth and translate data into sound business decisions.
Tomás Criado, CEO of Epical, shared his perspective on the impact of these tools in the communications field.
What does EPICAL do? At Epical, we believe traditional social listening has become obsolete. We transform digital noise into social and consumer intelligence that informs business decisions. The difference isn’t just technical—it’s fundamentally strategic: our clients don’t hire us to understand what people are saying, but to determine what actions to take and, ultimately, to anticipate key market shifts through micro-signals others may overlook.
What value do these tools bring to brands and organizations? Tools are just inputs; Epical’s value lies in interpreting the data. Our core contribution is turning data into executive decision-making. This enables brands to protect their reputation, gain a competitive advantage, and avoid costly mistakes. We focus on strategic relevance, recognizing that high conversation volume is not always what matters most. Ultimately, it’s not what we know—it’s what we choose to do with that intelligence.
How do these tools support organizations in potential communication crises? In a crisis, timing is critical. While reputational issues may take up to 72 hours to reach mainstream media, organizations that manage them effectively can detect signals up to 48 hours earlier. To help prevent escalation, Epical combines AI-driven automation with expert analysis, ensuring that the right signals are identified early and critical conversations are addressed before they gain traction and impact reputation.
If you want to know more details about this initiative and schedule a meeting with us,
