How do I get my brand into the actual cultural conversation, not just run another digital ad?
We're spending heavily on paid digital and our ads perform okay, but we're invisible culturally. Nobody talks about us. We have no organic buzz, no editorial coverage, no moments that get shared because people genuinely care. It's a slow commoditization.
I want to shift our strategy toward cultural marketing – connecting our brand to talent, experiences, and stories that earn their way into feeds and headlines. But I'm not sure where to start. Do we need a cultural strategist? A talent-driven agency? An experiential partner? All of the above?
For brands that have successfully transitioned from ""we buy media"" to ""we create moments,"" how did you build that muscle? I'm looking for an agency model that starts with a cultural truth and activates it across talent, events, PR, and content – not a media buying shop that adds a 'cool' veneer. Who's doing this right?