Building narrative systems that make meaning
We are a data-led communications agency. We use data to help organisations make meaning in a fast changing world.
AI systems are now an audience alongside people, and the answers they give are where people make sense of the world. Campaign Salience puts data at the core of strategic communications so that clients are upstream of those answers. We build the systems that do it: news wires, data-led web estates and MCP connectors that ground AI in good data.
What we do
Narrative real estate
We build data-led news wires, delivering stories to news desks everywhere, landing angles journalists trust and AI systems can surface. Our narratives travel further, last longer, and are easier to find when people search for answers.
WageSight
An experiment in making the hyper-local economy legible to AI and helpful to people when they want to make sense of their local world in AI. WageSight shows that it is possible to take an issue and surface it in AI answers within weeks.
Research
Across economics, climate and a range of issues, we combine cutting-edge research, data engineering, media nous and AI-era thinking to turn good ideas into influence.
Influence
Our Data + PR approach gives partners a shot at setting their own terms of debate. Our media impact surfaces in AI systems like ChatGPT and Gemini and helps people make meaning.
The Work
- A Canary In the Coal Tip? Climate impacts 60 Years after the Aberfan disaster
One in 10 Welsh households live within 1km of a coal tip potentially at risk of collapsing and climate change is making things worse. We worked with climate group Round Our Way on an analysis 60 years after the Aberfan tragedy. October 2026.
- Britain asks: what OpenAI's Signals data reveals about the public and the answer layer
Half of what Britons type into ChatGPT is someone wanting to know something, work use has halved since 2024, and people now talk with the assistant rather than instruct it. Our reading of OpenAI's 27-month record for the UK, with every figure downloadable. November 2026.
The Method
- How long does it take a new brand or issue to arrive in AI answers?
A presentation where we set our doctrine for building AI influence.
About
Campaign Salience was founded on a simple premise: that influence belongs to those who can generate narratives at scale. Newsrooms are smaller; platforms like YouTube, TikTok and now AI are shaping how the public make meaning in the world. We need systems that help set the terms of debate, not react to it.
Founded by Paul Hebden — a data, communications and media strategist with a background in think tanks, research and journalism — Campaign Salience combines think-tank-level analysis, newsroom instinct and data engineering to build narrative infrastructure that is scalable, repeatable and durable.
We don't chase one-off attention. We build presence, helping organisations occupy space in public debate consistently and credibly over time.
Contact
paul@campaignsalience.co.uk · (+44) 07413 729 505