John Croll, the former CEO of media monitoring sector leader Isentia, has resurfaced to launch a new player, Truescope.
Croll, who resigned as head of Isentia in 2018, developed the platform with business partner Michael Bade to provide breaking news across all media types and identify issues, fake news and trends in real time by using cloud-based technology and machine learning.
Truescope launches in Singapore and Australia today, with the platform already live in Singapore and expected to be operational for Australian clients by August.
“I’ve been exposed to many global media intelligence companies and worked with some of the industry’s most forward thinking operators, and I can honestly say that we have the right idea, team and the talent in place to be able to deliver something meaningful for the industry,” Croll says.
“We think our approach to people, product and scalability is revolutionary in this space, and we all have the unequivocal mindset that the client experience (CX) is central to everything we do.”
Truescope has secured a data deal with Twitter which will allow it to help businesses determine the content most relevant to them across the platform by providing insights on things such as consumer sentiment, brand awareness, campaign performance and customer experience. The company has also secured an official partnership with Fuseworks in New Zealand and Dataxet in Singapore.
“We’ve spoken to some of the country’s best communicators in corporate and government organisations as well as PR and communications agencies, and it’s encouraging to know that what we’re delivering is exactly what’s needed - so we’re definitely ready to shake this space up a bit” Croll says.
Croll departed Isentia after almost 20 years as CEO. His exit came a year after the company was forced to write off its $35 million investment in branded content agency King Content.
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