Services
Using a suite of proprietary tools and systems, our strategic foundation begins with translating a brand promise into a meaningful, repeatable brand behavior. We call it a cultural role. It ensures that every idea, every action, every move has a clear intention and that, in aggregate, the full plan delivers bigger impact, both commercially and reputationally.
Culture Compass
Passions drive communities. Communities drive culture. And culture drives commerce. But how do you know what passions are right to motivate your audiences to move your business? Through the Culture Compass methodology, we unearth surprising passion points of your target audience and rank them via a custom algorithm that incorporates volume, sentiment, engagement and more to determine your ideal role in culture or subject of your next campaign.
Trends Mapping
Once we’ve identified the broad cultural space in which we want to play through the Culture Compass, we dial-up the precision even more through Trends Mapping. Within the chosen topic area, we analyze conversations that are well-established, those that are slowing down and those that are just ramping up – so that you can help to drive culture, not just chase it.
Media Network Mapping
News, media and culture used to all travel in one direction: from centralized, powerful media networks down to the consumers. Now that social media has given us all a platform for expression – and AI has given us all the tools for expression as well – news, media and culture no longer travel in a straight line. They travel in a convoluted web, both informing and informed by the communities that consume them. We inherently understand this complex dynamic and design campaigns with this interplay built in.
Cultural Insiders
When it comes to target communities, big datasets are best when paired with the nuance that only comes from being part of those communities. That’s why we have a collective of 65 Cultural Insiders across the Weber Shandwick network, with expertise in areas from gaming to beauty, from environmentalism to EDM – because authenticity isn’t just something we claim, it’s something we embody.
Trends Forecasts
Each week, The Weber Shandwick Collectives culture curators identify micro trends, highlight broader cultural shifts, and predict what’s next – in the Weber Forecast.
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Culture. Creator. Influencer. Earned. It’s the lexicon leading the new era of marketing. And we are the agency for that era. We’ve got the expertise, and a proven, proprietary, AI-enabled approach to build your brand, build your business and build your reputation.