CULTURE

How Culture Brands Work

Whereas cult brands are smaller by nature and often aligned to an existing niche, culture brands can be scaled, effectively defining and creating their own niche as they grow.

How To Create Legacy In The 21st Century Agency

By building unshakable pillars of stability, transparency, and humanity, we create a clear path to achieving a win-win-win for our industry and leaving behind a legacy we can all be proud of and excited about.

Scaling Up vs. Selling Out

Instead of conceding that meaningful interactions in the marketplace are only the territory of smaller, niche brands, culture brands demonstrate that powerful brand stories can be leveraged at any size.

A Presidential Campaign is Taking More Risks Than Your Brand

Savvy campaigns and brands understand that not every trend or social reference is for them. Effectively engaging with social culture isn’t about chasing the latest viral sensation; it’s about identifying conversations where your brand can contribute meaningfully and authentically.

Cultural Moments, Lasting Memories: The Power of Pop Culture in Brand Engagement

Pop culture offers brands more than relevance; it provides an opportunity to create lasting, emotional connections with audiences. At a PMC-hosted Advertising Week New York 2024 panel, leaders from Maybelline, Dick Clark Productions and Billboard shared how iconic collaborations, immersive experiences, and cultural moments are shaping the future of brand engagement.

Power in the Community

In communities, brands have entire audiences ready and waiting to become customers – or, even better, lifelong fans. But they must first find these communities, and spend time understanding their audiences so they can build 3C frameworks to tap into the power of like minded groups collected in one place.

IRL in the Age of AI: The Renaissance of Real Experiences

To succeed, today’s brands must blend the best of both worlds, fostering in-person connection while considering the role our online lives play in that picture. The goal isn’t to get noticed; it’s to be remembered. And nothing is more memorable than a shared, real-world experience.

Three Ways Marketers and Insights Professionals Can Maximize ROI

Brand integrations represent a promising way of connecting with consumers. Faced with rising costs and an increasingly fragmented media landscape, many marketers are turning to the strategy of weaving a brand into the existing story lines of film, TV, streaming or influencer programming.

If You’re Scrolling, You’re Olympics’ing

The Olympics in marketing is a little like the Super Bowl, but it only comes around every four years. A lot of brands are counting on a lot of eyeballs to make marketing budgets count. In the past you could almost hear the marketing shots being made by big advertising execs, and see them fall flat on big billboards and small scrollable screens.

9 Risky Financial Decisions You Might Consider Making as Soon as Possible

There’s a reason why most people aren’t taking these risks. Risks are scary. You’re more likely than not to lose money by following this list. However, as long as you’re careful, approach it strategically, and invest only the money that you can live without, there’s a potential for a huge profit. Some people are fine with these odds.

Who Boomers Are Today – and How You Can Reach Them

Boomers remain the agents of social change and consumer superstars that they’ve always been. Celebrate them, help them pursue their dreams, facilitate their desire to give back, and take advantage of their tech-savvy ways to reach them in environments they trust and prefer.

How Music Will Shape the 2024 Olympics

Whether you watch just the opening ceremony, fanatically follow synchronized swimming, or keep the Olympic Games on a screen at all times, this year, keep your ears tuned in a little more carefully. You might feel a deeper connection to the athletes, the host city and the larger phenomenon of the Olympic Games.

Ten ‘Commandments’ for Future CEOs

These principles will make you more technological, sustainable, cooperative, and open minded. CEO Confidential is not a secret anymore. And we couldn’t be happier.

Are You Keeping Your Top Talent Engaged?

Replacing a key team member could cost up to four times their annual salary! Plus, the loss can demotivate your remaining staff, increasing turnover even more.

Navigating the ‘Woke’ Generation

Understanding the changing dynamics within Gen Z presents an opportunity for advertisers to innovate and differentiate their approaches.

New Year, New You: The Gym Mentality for Business

Right now, every fitness provider and personal trainer is claiming they can get you the New Year results you want. While going it alone can be daunting, it can be equally hard to find someone who truly understands your needs.

The Case for Brands… and Why We Need Them Desperately

There are times where we should let brands do what they do best and there are other times where it’s incredibly rewarding to push forward. The challenge in branding is recognizing when these moments are, and seizing them.

2024: A Year for New Year Revolutions

In times of uncertainty, it’s easy to focus on the things outside of our control. Instead, we’d be better off focusing on the things we can control, such as enacting real change within our organisations by making culture a focus for the year ahead.

AW360 Q&A with Stephanie Blake, CEO, Skylight

Advertising Week New York delegates already know how special the PENN DISTRICT venue is as it played host to the biggest Advertising Week event ever. We sat down with Stephanie Blake, CEO of Skylight, the company behind the PENN DISTRICT.

Mad, Bad and Dangerous to Know

Businesses are being forced – by their customers, by their governments, by their shareholders – to invest in sustainability, to reduce emissions and inequalities.  This system change is only going in one direction, with pressure groups and punchy start-ups pointing the way that individual consumer and employment choices will follow.

Can We Keep Our Finger on the Pulse of Culture?

Critically thinking about cultural exploration is a pursuit worth pouring effort into. Not only does it make us more effective marketers, it makes us more open-minded people.  

The Supermodel’s Guide to 50+ Marketing

Avoid ageist stereotypes and biases and meet 50+ consumers where they are with a holistic approach that taps into 50+ adults’ wide-ranging information needs, engaged lifestyles, and willingness to invest in themselves, and you’ll enhance your brand’s connections with this dominant demographic in business-building ways.

Nielsen Creator Report

In the categories of fashion, lifestyle and gaming, the study found that Black creators generate 10.5x the media value of their non-Black creators. You can find the full study here.

Group Black Impact Report

This first Impact Report describes the progress we’ve made towards that mission across a range of stakeholders from the period of June 2022 to June 2023.  

Pod Digital

Group Black profile of Pod Digital

Audiomob

Group Black profile of Audiomob

Cxmmunity

Group Black profile of Cxmmunity

Reach TV

Group Black profile of Reach TV

Group Black: Culture in Cannes

It is no secret that traditionally, the Cannes Lions Festival of Creativity has exhibited a lack of diversity. So, in 2022, Group Black set out on a mission to change that. And 2023, they returned to the festival on a mission to bring even more inclusivity to the beach than ever before. 

The Powerful Role of Advertisers in Creating Good Growth

The power of brand to influence consumer behaviour is well acknowledged, but how can advertisers help their clients tell compelling and evidence-based stories to encourage people and businesses to make more sustainable choices?

Tour de France – A New Arena for Marketers?

What with the recent release of Netflix’s latest sports series ‘Tour de France Unchained’, and the conclusion of the Tour 2023 this weekend, it might be time for brands to start considering whether they’re making the most of an excellent marketing opportunity. 

We Need to Talk About Trust

From police forces to politicians to TV presenters, trust in the establishment has sunk to an all-time low. Mike Foster, founder and strategic creative director at Straight Forward Design, asks how brands can step into the breach.

Conversations with Chris Paul

NBA Star Chris Paul sits down with HBCU students from across the country to discuss his upcoming book, Sixty-One: Life Lessons from Papa, On and Off the Court.

Claritas: The 2023 U.S. Asian Market Report

Mining the quantitative and qualitative data on Asian American consumers can result in the understanding needed to engage this coveted population segment in an authentic manner.

Why the Future of Work Depends on VoIP

As a more flexible, feature-rich, and cost-effective solution, cloud calling is poised to carry enterprises into the next phase of hybrid work and empower tomorrow’s businesses to perform at their best.

Aging America = Golden Opportunity

Older Americans control 70 percent of disposable income. Reaching them is both an advertising imperative and career opportunity.

Transforming Eco-Anxiety Into Eco-Optimism

Some of the most enduring news visuals captured by Getty Images photographers and videographers have been heart-breaking events sparked by our climate crisis.

Dealing With a Recession

As we move into 2023, the uncertainty and speed of change for businesses that started in 2022 shows no sign of letting up.

City street with new year number 2023 and 2022 stock photo

2023 Predictions for Marketers

At year-end, we’ll look back to see how accurate our soothsaying was. We’ll measure our hits and misses and then, as always, make a new set of predictions for 2024.

Concept of human relation, community, togetherness, symbolism, surrealism. stock photo

7 Ways to Keep a High Profile, Even During Tough Times

Now is not the time to hit the snooze button on your PR and communications efforts, but to invest time and effort into crystallizing your company’s story and fortifying its reputation in the marketplace.

Representation Matters: The Power of Inclusion in Advertising

Representation Matters: The Power of Inclusion in Advertising

Getty Images collaborated with Citi to develop global Diversity, Equity & Inclusion Imagery Toolkits, setting a standard for authentic representation, celebrating identity, and improving our understanding of different cultures, including cultural nuances in Mexico.

A photo of Twitter headquarters

A Bitter Tweet Goodbye

Only time will tell if Musk’s recent interventions have shaken the foundations of the social media marketplace or proven to be little more than a storm in a Tweet cup.

Shopping cart entwined with plants on green background among hangers. Sustainable eco lifestyle.

Ecommerce’s Sustainability Problem Needs to Be Addressed

If marketers truly want to strive towards a more sustainable future, they need to ensure they’re not only providing traffic that is high in value, but are also implementing techniques that truly optimise the user journey.

3d skulls on the gravestone with the mark "R.I.P."

Is Creative … Dead?

I’m confident in the future of our creative industry for a few reasons, but the big one is represented by the one thing that AI cannot replicate: nuance.

A broken heart. stock photo

Why Marketing’s Love Affair with Specialists Must End

The ultimate test is to challenge everyone to have accountability in the outputs they oversee. This will keep skills developing, engagement high and your team operating like a best-in-class marketing organization.

Trust in skincare concept photo

Rebuilding Consumer Trust in Skincare

Across skincare, beauty, and broader health & wellness, audiences want information they can trust. But all too often, they get a skewed version of reality from social media, or encounter misinformation in online resources.

Concept photo of parenting during the pandemic

Pandemic Parenting: A Crisis in Well-Being

In our report, we explore what people need for relief — and how we, as health and wellness marketers, can better reflect their experiences and provide actionable resources. 

Small Steps for Maximum Impact Thumbnail-1

Small Steps for Maximum Impact in Health & Wellness

Audiences are more focused than ever on building their overall, long-term well-being. But many people experience a gap between intention and action, showing they need greater support in setting and reaching their goals. 

Still photo from Expanding the Aperture of Wellness Tomorrow, Advertising Week New York 2021, The Innovation Factory Stage presented by Audacy, Hudson Yards, New York, USA - 18 Oct 2021

Expanding the Aperture of Wellness Tomorrow

Healthline Media, the #1 digital health and wellness property, shares insights from its new Future of Wellness report that calls attention to four seismic shifts driving consumer demand for democratized wellness.

The Beauty of Intersectionality

How are brands evolving to meet consumer needs, and how can our industry take this whole-person, intersectional approach further to build trust, engagement and loyalty with audiences?