Libby Isenstein | The Innovator 25 North America 2022

Libby Isenstein

Chief Product Officer 
Morning Consult

New York

“Brands that lead with data-driven insights will continue to be the most innovative.”

Libby Isenstein has played a key role in Morning Consult being on the cutting edge of business intelligence, changing the precision and speed with which communicators and marketers are making data-driven decisions. In the seven years since Isenstein joined the company as chief product officer, Morning Consult has become host of the world’s largest global daily tracking survey, collecting thousands of interviews on more than 4,000 brands, as well as information on economic and geopolitical indicators, in more than 40 countries every day. Her realization of a gap in the market – leaders’ lack of on-demand access to exclusive customer demographics, psychographics and user habits – resulted in the creation of Morning Consult’s Audience platform, which Isenstein designed to provide the communications and marketing industries with deeper insights through quality, in-depth information and analysis, and which brands use daily to understand their consumers on-demand.

How do you define innovation?
Innovation is the blend of identifying a gap (in a client’s workflow or in the larger marketplace) and quickly designing solutions that will deliver the most value. Across industries, innovators tend to be adaptive, collaborative and endlessly curious.

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
Brands that lead with data-driven insights will continue to be the most innovative. For instance, dozens of well-crafted Barbie-themed brand partnerships launched before the movie’s premiere. Morning Consult’s data revealed that these partnerships drove awareness of the movie to spike in the three months leading up to its July 21 release. When brands and marketers lean on data-driven insights to identify brand partners that will maximize their reach with new audiences, the impact is exponential.

What advice would you give to the PR industry around embracing innovation?
Lean into data and insights. It’s challenging to see opportunities for innovation without quantitative results to clarify the problem and power your decision making. With today’s information overload, PR teams need on-demand data from which they can draw conclusions in real time. If team members have to wait for specialists to translate overcomplicated results or platforms, they should look for a new insights solution.