Together has launched a new Discovery practice, led by newly promoted head of discovery Charlotte Lobo.
The move reflects the changing ways consumers find, evaluate and choose brands, as discovery expands beyond traditional search engines into commerce environments, social platforms, AI-generated answers and conversational platforms.
A multiple Google Award winner, Lobo will lead the growing Discovery practice in his new role.
Search is becoming broader
“Search is still one of the most powerful expressions of consumer intent, but what we think of as ‘search’ is becoming much broader,” says Lobo.
“People are increasingly asking questions of AI platforms, discovering products inside marketplaces and social environments and getting answers without necessarily visiting a traditional search results page. For brands, that means the challenge is no longer simply ranking or bidding for a keyword. It’s understanding how you become visible, credible and recommended wherever people are looking for an answer.
“Bringing Paid Search, SEO and emerging discovery disciplines together gives us the opportunity to build strategies around that whole journey rather than treating each in isolation,” Lobo adds.
Lead the next phase
Together has also made several recent hires across its search and discovery capability, including discovery director Andrew Morrissey, formerly of PHD, who reports to Lobo. The team is one of the agency’s fastest-growing, with further roles currently being recruited.
Together GM of activation Manjit Singh says the formation of the practice reflects both changing consumer behaviour and increasing client demand.
“Algorithmic availability is becoming a much bigger strategic question for brands. Paid Search remains a critical performance channel, but increasingly our job is to help clients understand the full ecosystem influencing whether their brand is surfaced, understood and selected. That means connecting media, organic visibility, content, data and technology much more closely.
“Charlotte brings extensive search experience, strong industry relationships and a real passion for how search and discovery are evolving. Her grounding in what has worked, combined with her curiosity for what’s next, makes her well placed to lead this next phase and take clients on the journey,” says Singh.
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