Somerset House Appoints SINE Digital as Media Agency Partner

We’re incredibly proud to share that Somerset House has appointed SINE Digital as its new media agency partner.

Having just celebrated 25 years as one of London’s most-loved cultural spaces, Somerset House enters its next chapter with an ambitious programme spanning exhibitions, live events, Skate, free cultural experiences, creative workspaces and venue hire.

SINE will work as an extension of the Somerset House team, bringing together data & audience insight, integrated media and Total Search.

The partnership is built around one central challenge: one venue, many audiences.

Somerset House needs to reach culture lovers, families, tourists, young audiences, experience seekers and commercial decision-makers, often across very different campaigns and objectives. Our role is to connect those audiences with the right message, through the right channel, at the right moment.

Turning audience data into action

Every campaign will start with a stronger understanding of the audience.

We’ll combine Somerset House’s first-party sales, CRM and analytics data with SINE’s wider consumer intelligence, audience research and market insight. This will help us understand not only who audiences are, but what motivates them, where they can be reached and how those behaviours change over time.  Those insights will then inform targeting, creative strategy and channel planning, giving Somerset House a clearer view of both its audiences today and the audiences it can grow tomorrow. 

This reflects SINE’s wider approach to Data & Insights: using evidence as the foundation for media, creative and commercial decision-making rather than relying on assumptions.

Making creative work harder

Media performance increasingly depends on creative performance. SINE will work closely with Somerset House’s creative teams to use campaign data to understand which messages, formats and creative approaches generate the strongest response.

That includes applying platform-specific best practice across Meta, TikTok, Google, YouTube, programmatic and OOH, alongside ongoing creative testing. 

The insight does not stop with digital media. Testing can also influence wider marketing decisions. SINE has previously used digital creative testing to inform OOH selection, turning live audience response into evidence for broader campaign planning.

Building a Total Search ecosystem

Discovery has changed. Audiences now move between Google, TikTok, Instagram, YouTube, AI search platforms and publishers when deciding what to do, where to go and what to book. Our Total Search approach will connect SEO and paid search with social search, AI discoverability and off-site visibility so Somerset House can capture demand wherever that discovery happens. 

Measuring what matters

Every campaign will be tied back to a clear definition of success. That could mean awareness and reach at the top of the funnel, traffic and engagement during consideration, or ticket sales, revenue, ROAS and qualified leads closer to conversion. Longer-term measures including Share of Search and marketing mix modelling will help build a broader picture of marketing effectiveness. 

Somerset House has spent 25 years building one of London’s most distinctive cultural destinations. 

We’re excited to help build the audiences for what comes next.

Looking for a Digital Marketing Agency?

Think SINE Digital could be the right fit for your organisation? Get in touch with our team to explore how our integrated approach to media, search, data and technology can help you reach new audiences and drive stronger performance.