The Curious Case of Cultural Consumption

Since its modern conception, marketing and advertising have relied on creativity as a catalyst for commerce.

Brands use words and images to evoke desired behaviors from a target audience, in the hope of impacting the bottom line.

While the convergence of the two – creativity and commerce – is considered the hallmark of ‘good marketing communications’, there is an unspoken factor which frames its relevance and significance. That factor is ‘culture’.

This webinar explores the unwritten rules about culture and why it should be the backbone of how we approach marketing in today’s hyper-connected world, using social data to discover what lies beneath.

Marcus Collins is an award-winning advertiser, marketing professor at the Ross School of Business (University of Michigan), and digital strategist. He has a decade of experience helping blue-chip brands – and icons like Beyoncé – create exceptional marketing and brand experiences.