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Helping brands take bigger, smarter swings in a world shaped by data, discovery, and disruption.
We’re excited to officially introduce Swingset Studios, an innovation lab and creative playground designed to help brands take bold, confident swings in the age of artificial intelligence.
Swingset Studios brings together the best of Praytell’s creative, strategy, and earned media expertise with data scientists, technologists, and AI-enabled tools to translate the fast-changing media landscape into meaningful, measurable action.
“The way people discover, learn, and decide is undergoing a seismic shift,” said Beth Cleveland, CEO of Praytell. “Swingset Studios was built to help brands step into this future with clarity and confidence — turning play and curiosity into real competitive edge.”
Leading with Clarity in the AI Era
The studio’s first focus area is earned visibility in LLM answers. As LLMs replace traditional search, the most valuable shelf space for brands is no longer paid, it’s earned. And “earned” has a larger surface area than it ever has - coverage, content, reviews, partners, social mentions - all need to work together to signal credibility, consistency and cultural relevance. The complexity of the landscape today is what has inspired Swingset Studio’s focus on clarity.
Swingset Studios started from the belief that the only things that Generative AI cannot replace is data and creativity. So the idea behind the creative playground is to create new ideas, processes and workflows that take the guesswork out of where brands should be and how they should show up.
GEO citation analysis is just the tip of the iceberg – it’s the new baseline for how the agency helps brands earn attention, and a standard offering to every one of our clients, present and future.
“If you think of GEO data as the new social listening, then citations are just the likes and retweets,” said Nate Jaffee, EVP, Strategy & Analytics. “They matter - we’re using them to optimize our media lists - but the bigger signals come from emerging patterns in user behavior and opportunities for brands to earn shelf space in this new distribution system.”
A Magic Mirror for Modern Brands
Swingset Studios doesn’t just analyze citations and data, it uses it to help brands see themselves in new ways. The team is already working with clients to apply GEO insights to creative positioning, message development, and industry analysis — building faster, smarter paths from insight to impact.
“AI doesn’t care about your brand deck or that strategy doc you’ve got buried on your server,” said Ryan Delafosse, EVP, Creative & Innovation. “It reflects everything the internet says about you — instantly. It’s like handing brands a magic mirror. The question is: what are you going to ask it?”
Our team, in partnership with leaders such as Semrush’s AIO, AthenaHQ, and Peec, uncover where brands hold influence, where they’re vulnerable, and which sources are shaping what AI says about them.
Fueling Industry Curiosity
Beyond client work, Swingset Studios will house Praytell’s innovation and research initiatives, continuing projects like The Remix Era, Praytell’s original study with YouGov exploring authenticity, algorithms, and trust in media. New reports will dig into the evolving relationship between technology, creativity, and influence — and how communicators can navigate it with confidence.
Backed by Project Worldwide, Praytell’s parent company and creative alliance, Swingset Studios marks a strategic investment in the agency’s innovation future — and a commitment to helping brands thrive at the intersection of culture, creativity, and code.
About Praytell
Praytell is a creative communications agency that drives influence by blending what’s tried-and-true with what’s new-and-next. Its Creative That Earns methodology sparks culturally inspired campaigns that make people care — earning real attention and real impact for brands like Clairol, Destination Canada, Mentos, Peet’s Coffee, Propel, and Stanley 1913.
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