The problem isn’t a lack of information
There are more available topics every day than any editorial team could process. The real work of monitoring isn't finding topics — it's ruling out the ones that don't deserve campaign time.
Cross-referencing sources instead of following a single trend
A topic that only shows up on one channel — a single news feed, a forum, an isolated search — is fragile. Our monitoring cross-references several types of sources in parallel: web search, news, community discussion, technology innovation, each with its own dynamics.
What matters is the overlap: a topic rising simultaneously across several fronts is far more likely to still be relevant by the time a campaign gets produced and published.
Scoring a topic before writing it
Every detected topic gets a score built from several signals — freshness, size of the discussion, relevance to the brand's editorial line. That score acts as a filter before the first draft even exists: we don't write to test, we write what already has good odds of mattering.
From spotted trend to editorial theme
A selected topic is then mapped to one of the four themes the agency tracks — Media, Wealth, Politics, Technology — and turned into a concrete editorial proposal, with an angle and an intent. That step is what separates relaying a trend from taking an editorial stance on it.