Sam Eady

At Wrapped, everything starts with research, and Sam leads the team responsible for making sure our thinking is grounded in fact rather than assumption. His role is to build a clear picture of the market, the audience and the opportunity before strategy or creative decisions are made. That research can take many forms – from search behaviour, competitor and brand analysis to sentiment, audience insight and the rapidly evolving world of LLM and AI search. Sam brings those different signals together, turning large amounts of information into clear, useful insight that gives the wider team a stronger foundation to work from.

Research becomes even more important in regulated and complex sectors, where assumptions can quickly lead you in the wrong direction. Audiences are often highly specific, terminology matters, competitors can be difficult to differentiate and the way people find and evaluate information is constantly changing. Sam’s approach is about understanding what people are actually searching for, asking and saying; how a brand is perceived; where competitors are gaining ground; and where genuine opportunities exist. That evidence gives our teams and clients the confidence to make decisions based on what the market is telling us, rather than simply what we think it might be telling us.

Being part of a full-service agency means the research Sam and his team deliver has a direct influence on what we do next. The insights they uncover can shape brand positioning, identify content opportunities, inform search and paid media strategies, challenge creative thinking and influence how a digital experience is structured. Just as importantly, specialists from across the agency bring their own questions and perspectives into the research, allowing Sam’s team to explore the areas that could make the biggest difference. It creates a continuous exchange between research, strategy and delivery, so decisions throughout the project remain grounded in evidence rather than assumption.