Winning at the nexus of culture and influence
Human-led, data-fueled, AI-accelerated. We deliver earned impact for brands that thrive.
About Weber Create
Weber Create is built to deliver earned impact. Winning today means winning in culture. And winning in culture means winning in earned. Human-led, data-fueled, AI-accelerated, Weber Create helps brands and businesses thrive amidst a dynamic and rapidly changing communications and commercial ecosystem.
Earned-first
As paid media effectiveness and destination traffic plummet, marketing communications must pivot from earned-amplified to earned-first. Clear. Simple. But not easy.
Outside-in
Our creative philosophy is simple: build for the jungle, not the zoo. The right ideas are built to survive and thrive in the real world, not the artificial “marketing” world.
Multi-disciplinary
Strategy, analytics, media and creative come together as a multi-disciplinary powerhouse to deliver culturally salient campaigns that drive business impact.
Merging
Creativity
& Culture
Weber Create capabilities
Our offerings are grounded in a new lens that is outside-in, multi-stakeholder and community-first. We bring a new type of team majoring in strategy, analytics, the modern media landscape and earned-first creative. And we take a new approach to building brands, businesses and reputation, measuring success every step of the way.
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Winning in culture is rooted in understanding, expertise, perspective and data-fueled predictions. At the heart of our approach is a belief that to earn value – belief, business, loyalty – you must contribute value. Our strategic foundation often begins with translating a brand promise into a meaningful, repeatable brand behavior. We call it a cultural…
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The traditional creative paradigm has shifted. Ideas need to be built earned-first, with paid functioning as the amplifier. That takes a different kind of creative muscle. And it’s one we’ve honed among multi-dimensional teams of writers, creators, artists, producers and technologists. The results speak for themselves.
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Today’s media doesn’t move in silos – it moves in sync. It’s a dynamic, interconnected network powered by people, platforms and algorithms. That’s why we use an integrated media approach: combining paid, earned, owned, social and influencer to help brands drive cultural relevance at speed and scale.
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Our Influencer & Social marketing approach is built on the principle that social is more than a channel — it’s a series of intertwining communities that both respond to, and feed into, a brand’s narrative. We leverage influencers not to simply spread a story but to shape the story arc, embedding community-relevant creators across the…
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Content – in its many forms – is a cornerstone of marketing communications. But in an algorithm- and AI-shaped media network, content doesn’t get surfaced – or achieve reach – because you’ve spent the most; it gets surfaced because it’s the most relevant to the query, the moment and the culture. That’s why our approach…
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From 360-degree campaigns to made-for-media events, we help brands and companies launch new products and reinvigorate existing ones, reach new audiences and make marquee events a moment for massive impact. Bespoke, cross-disciplinary teams come together to design and deliver culture-shaping, reputation-building, commerce-moving work.
Weber Create case studies
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Unsolicited explicit graffiti is everywhere. And nobody wants it.
View project: Unsolicited explicit graffiti is everywhere. And nobody wants it. -
How a 60-year-old breakfast icon won college football
View project: How a 60-year-old breakfast icon won college football
Meet the team
Weber Create is spearheaded by a global team of earned-first strategists, integrated media specialists, creators and innovators.
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Joy Farber Kolo
Chief Innovation & Integration Officer
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Ridhi Malhotra
Global Intelligence & Analytics Lead
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Tom Beckman
Global Chief Creative Officer
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Robyn Adelson
Chief Strategy Officer, North America
Our approach: Cultural Choreography
Cultural Choreography is a framework designed to help brands win with communities, win in culture and win in an AI-driven age where relevance trumps reach. It blends advanced analytics with marketing fundamentals, as well as an earned-first, paid-integrated approach that offers a repeatable – yet flexible – roadmap to success.
To win in culture, you need a clear role in culture. One born of your brand promise and one built to contribute value to the communities and conversations that matter most. Defining your cultural role is our starting point.
Our proprietary toolset helps us truly understand the rising and waning socially observable trends, behaviors and conversations of target communities. It’s in those insights that we find our inspiration for action.
Ideas can’t be static – they need to be insight-driven and action-based so they move through culture, commanding not simply attention, but a reaction from target communities.
We believe maximizing the impact of a campaign goes beyond integrating the various elements and channels. We focus on artful, intentional interplay, where smart sequencing – fueled by deep data and even deeper expertise – drives outsized success.
Featured news
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A New Chapter for Weber Shandwick: Karen Pugliese to Succeed Susan Howe as CEO
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A three-peat: Weber Shandwick on Fast Company’s 2026 Most Innovative Companies List
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Weber Shandwick’s earned-first creativity drives third consecutive Ad Age A-List win
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Beyond awareness months: Making disability inclusion a 365-day strategy
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How to stand out at Davos in 2026
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Rethinking the Rules of Influence With Cultural Choreography
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Weber Shandwick Collective emerges as earned media winner from Mars review
Let’s discuss your ambitions
Culture. Creator. Influencer. Earned. It’s the lexicon leading the new era of marketing. And we are the agency for that era. We have the expertise, and a proven, proprietary, AI-enabled approach to build your brand, build your business and build your reputation.