About Convert Culture

At Convert Culture, audience insight sits at the heart of everything we do, supporting strategic and creative decision-making for UK and international audiences.

We help organisations understand what really drives their audiences, uncovering the motivations, behaviours, and shared interests that shape how people connect with brands, ideas, and culture. Using a mix of research methodologies, including social intelligence, we translate insight into audience strategy, brand thinking, and creative direction, helping teams make more confident decisions and identify opportunities for growth.

Since launching in 2023, we’ve partnered with almost every major and independent publishing house, alongside cultural organisations and selected consumer brands, delivering insight-led strategy, workshops, and marketing campaigns.

Convert Culture is led by Caroline Butler, an award-winning marketer and audience strategist with over 20 years’ experience across publishing, music, and digital. She previously served as Head of Insight, Digital Strategy and Marketing at Penguin Random House, leading campaigns for high-profile authors, and has held roles at Universal Music, Domino Records, and Amazon.co.uk.

In 2024, Caroline was named to the Social Intelligence Lab’s global Insider 50, recognised as an Insightful Innovator for her pioneering work at Convert Culture. She is the first person from the cultural sector to appear on the list, alongside teams and leaders from global brands including Ogilvy, Diageo, and Mattel.

Alongside her work in audience research and strategy, Caroline brings deep experience delivering complex projects, from campaign launches to software and e-commerce rollouts. This ensures projects are well scoped, clearly communicated, and delivered smoothly from strategy through to execution.

Alongside her work with publishers and cultural organisations, Caroline has also supported independent consumer brands. This includes audience-led strategy and messaging work for ethical fashion brand Palava, demonstrating how insight can inform brand positioning and creative expression beyond the cultural sector.

At Convert Culture, we bridge the gap between data and creativity, helping teams clarify their audiences, refine their messaging, and create work that resonates.

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Explore more:

Publishing
Audience research, strategy, and campaign support for publishers, from insight-led positioning to hands-on marketing and team training.

Arts & Cultural Brands
Audience-led strategy and workshops for cultural organisations, supporting brand clarity, engagement, partnerships, and growth.

Social Intelligence
How we use social and online data to understand shared interests, behaviours, and cultural alignment.

Audience Growth
Identifying stretch audiences and opportunities for growth across campaigns, launches, and long-term strategy.