The night shift
The briefing is what you see. These are what do the work.
Behind it are agents, each with its own beat — running overnight on your actual stack and reporting where your team already is. Here's one night inside a media company.
- Editorial7 drafts reviewed
- AnalystMIS filled to date
- Sales12 new prospects
- Social3 priorities for today
- Team logs ineverything's waiting
01 · Editorial agent · 04:12
A second pair of eyes on every draft, at four in the morning if that's when it lands.
- Reviews drafts against your house style guide
- Checks claims, names, numbers and dates against sources
- Suggests headlines, standfirsts and social copy
- Flags legal risk and unsourced claims
- Links what you've already covered
Hands off Notes go to the writer and the desk. It never publishes.
Heatwave explainer, draft 2 — reviewed. 2 blocking, 3 notes.
- Blocking “hottest April on record” — the met department's own bulletin puts it second, behind 2016. Suggest “second-hottest April on record”.
- Blocking “over 40 cities crossing 45°C” — no source in the draft. Closest figure I can find is 37 stations. Needs a link or a rewrite.
- “felt worst by outdoor workers” is passive. House style prefers naming the actor: “hit outdoor workers hardest”.
- Headline has no search pull. Try: India's second-hottest April, and the workers with no right to stop.
- Your March piece on labour codes covers the rest-break gap — worth linking in para 3.
All five are in the doc as suggestions, nothing applied.
02 · Analyst agent · 05:40
Nobody spends Monday morning downloading CSVs again.
- Connects Google Analytics, Search Console, Instagram, Facebook and YouTube
- Fills your MIS sheet automatically, every morning
- Prepares management and board reporting without anyone asking
- Answers questions in plain English, with the working shown
- Learns what normal looks like, and flags what isn't
Hands off Read-only on your analytics. It reports, it doesn't change anything.
September MIS is updated. All tabs refreshed and reconciled.
Two cells needed a judgement call — flagged in yellow for finance. Board pack regenerates on the 1st.
@analyst where did last month's growth actually come from?
Total audience up 14%, but it's narrow. Almost all of it is YouTube and search.
And the search growth is really one vertical: climate is now 41% of organic sessions, up from 26% in March.
Worth knowing before you price a sponsorship on sitewide numbers. Full breakdown in the September sheet.
03 · Sales agent · 06:04
Your pipeline fills itself overnight, and nothing goes cold on a Tuesday.
- Scouts brands advertising in your category
- Tracks who's sponsoring publishers like you
- Watches fundraises, launches and campaign signals
- Drafts the pitch with your numbers already in it
- Chases proposals that have gone quiet
Hands off Every email waits in drafts. Nothing sends without approval.
Morning. Overnight:
New prospects — 12, added to the climate and mobility tabs.
- Voltway — running a city-commute campaign on three publishers like you. Contact found: brand marketing lead.
- Greenline Capital — announced a ₹80cr climate fund, actively grant-making.
- Saffron House — Series C closed, hiring four brand marketing roles.
+ 9 more in the sheet, each with a note on why now.
Gone quiet — 3, follow-ups drafted and sitting in your drafts.
Reply send all and I'll release them, or edit any one first.
How it works
Most tools tell you. Synth does.
Most analytics tools report what happened. Most AI tools wait to be asked. Synth watches continuously, works out what matters, and acts on it.
Monitor
Never miss a signal. Reads every platform you run on, continuously, and learns what normal looks like for your business.
Understand
Find the cause. Separates noise from the handful of changes that matter, and works out what caused them.
Act
Close the loop. Adds the leads, drafts the follow-ups, marks up the copy, fills the sheets — and brings you what needs a decision.
Fewer dashboards. Fewer reports. Fewer things falling through the cracks.
Already running inside a media company
“Synth replaced two full-time roles we couldn't afford to hire.”
One of India's largest digital media platforms
- 74 hrs
- Saved in 3 weeks
- 340+
- Story leads delivered
- 120+
- Brand opportunities surfaced
- Management reporting prepared automatically
- Analytics fetched and consolidated across platforms
- New revenue opportunities scouted continuously
- Business performance tracked without anyone pulling numbers
Connected
Plugged into your media stack
No migration, no new dashboard. Synth reads your existing stack and works inside the tools your team is already in.
Reads from
- Google Analytics
- Search Console
- YouTube
- X
- CMS
- Editorial calendar
Works inside
- Slack
- Google Sheets
- Google Docs
Imagine what your media company could run on autopilot
- Your numbers ready, your sheets filled
- New leads waiting for sales
- Quiet sponsors chased
- Drafts marked up
- Problems that find you first
A 30-minute walkthrough on your own analytics, your own pipeline and your own Slack.
04 · Social agent · 07:30
Knows what's about to move, while there's still time to move on it.
Hands off It proposes. Your social lead decides what's on-brand.
Three things worth doing today, in order.
Also worth knowing: Instagram engagement is down 8% week on week, entirely on static posts. Reels held flat. Posting cadence dropped from 9 to 5.
Draft copy for all three is in the content sheet. Separately, 4 creators worth pitching — 80k–310k followers, 30%+ audience overlap, none partnered with a publisher yet.