Session details
Friday, February 23rd, 2024 | On Demand - Virtual
In this session the panel discusses the importance of brands being a part of culture and the challenges and misunderstandings that come with it. They define culture as both the intellectual product of a society and the beliefs, behaviors, and norms that shape how we do things.
The panelists emphasize the need for brands to understand the conversations they have the right to be a part of and to start with their target audience. They also discuss the changing nature of culture in the digital age and the role of brands in connecting consumers with each other.
The conversation explores the importance of brands being part of cultural conversations and how to unlock cultural insights.
Examples are shared of successful initiatives in black hair care and Coca-Cola's engagement with young people. The launch of the Black Information Network is highlighted as a critical commitment to reporting on black news from a black perspective and the importance of investing in cultural analytics and the power of audio and radio in brand communication are discussed.
Don't miss out on this discussion that transcends traditional marketing approaches and paves the way for a new era of brand-culture integration.
What you can expect to take away from the session
Key Takeaways:
- Cultural Conversations: Learn why brands should aim to be part of cultural conversations and how this shift from control to contribution can reshape brand narratives.
- Unlocking Insights: Discover the power of unlocking cultural insights and leveraging them to create initiatives that resonate deeply with specific communities.
- Meaningful Contributions: Explore the various ways brands can contribute to culture, whether through genuine societal contributions or by providing enjoyable experiences.
- Cultural Analytics: Understand the importance of investing in cultural analytics and staying abreast of emerging cultural trends to ensure brand relevance and resonance.
- Audio Engagement: Explore the unique opportunities that audio and radio present for brands to engage with audiences actively and foster meaningful participation in cultural discourse.
Speakers
Tom Donohue
Moderator
Head of Strategy (US) at BeenThereDoneThat
Tom is a multi-disciplinary strategist, with a nose for the cultural insights and tailwinds that create a competitive advantage for our clients.
He spearheads our innovation and brand building functions, and has been developing our Culture Compass offering that helps clients navigate a changed world and find their role in the cultural conversation.
Kim Harris
Panelist
SVP Executive Strategy Director at McCann NY
Kim is a creative visionary and strategic pragmatist, with over 20 years of experience solving complex communications challenges, across channels, at every stage of the brand planning process. Her work combines the best of classic account planning, acute cultural savvy, and a keen business sense, to create actionable strategies that inspire creatives, clients and consumers.
She is a specialist in ethnic and youth marketing, dynamic qualitative research design/facilitation, insight and cultural trend analysis, marketing and social strategy and context planning
Rahul Sabnis
Panelist
EVP, Chief Creative Officer - iHeartMedia
In his role, Rahul is tasked with inspiring creativity to every aspect of the company, helping brands connect with the vast portfolio of assets iHeartMedia has to offer.
Prior to joining iHeart, Rahul helped his agencies earn a spot on the Ad Age Agency A-List five of eight years. He has won “Best of Show” for OMMA, and an Effie in the highly contested package goods category. His work has been recognized over 20 times by the Cannes Lions, Webby, W3 and IMA Awards including a showing at the iconic Sundance Film Festival. And recently extended a decade of iHeart audio excellence at the Radio Mercury Awards by winning four times.
Rahul has judged the Clios, the Art Directors Club, the ANA Multicultural Excellence Awards and the Addys. He is a member of the Advisory Council of the Radio Mercury Awards and volunteers his time with multiple universities to encourage the next generation to choose the industry he loves.
Caroline Collinson-Jones
Panelist
Strategic Consultant and Member of the BeenThereDoneThat Expert Network
Caroline is an independent strategist with 17+ years of experience working with some of the world’s most recognisable brands and cultural institutions, from Coca-Cola, to Tate, IKEA, John Lewis, and Diageo. Most recently, Caroline was the Chief Strategy Officer for Virtue Worldwide, the agency powered by VICE. Prior to that she worked at some of London’s best creative agencies, including: Fallon, adam&eve, Wieden + Kennedy, Sunshine and BETC.
Caroline takes a culture-first approach to her work: panning back to see the brand and business in today’s context; understanding the forces shaping audiences and categories; and using that to transform brands. She loves working across different countries, cultures and challenges. Caroline operates as a strategic satellite that can plug in at different levels: At C-level with internal stakeholders; with marketing teams; with in-house agencies; with creative agencies; with collectives; with inter-agency working groups.