Culture Worlds

By definition, most members of Gen Alpha are (or will be) the children of millennials, with birthdays between the years 2010 and 2025. This tech savvy bunch grew up with a level of interconnectedness and accessibility that makes dial-up seem like a prehistoric fairytale. So if they are so connected, why are they hard to reach?

Our agency philosophy of ‘joining the dots between people, brands and culture is more than a mantra. It is the DNA that flows through everything we do - ensuring that a brand truly understands its audiences, their needs, expectations and, importantly when it comes to cultural marketing, the things they love. Finding a way to connect these puzzle pieces together in a globally relevant, and locally resonant, way is something we are hugely passionate about.

When it comes to connecting with the youngest generation it is not without its challenges. How do we help a more youthful audience feel that a brand that has a long-established history, speaks to, and for, them? How can we identify a contemporary cultural narrative for a brand perceived as being centered on nostalgic eccentricity? How do we break the formats, channels and approaches that may have worked with previous generations but lack the language and messaging that appeals to younger audiences?

While younger audiences have remained as continually curious as those before, the things that grab their fragmented attention have naturally moved on. They have broadened, intersected, fractured. They play more to the margins of culture than ever before and the lines between online and the real world are quickly being erased. Understanding the relentlessly fluid cultural landscape as it morphs and mutates at will can be complex and requires a cultural partner able to navigate these spaces, ecosystems and communities. Ensuring brands show up with credibility, purpose and vision.

Just as audiences don’t think in channels, we believe in creativity that is seamless, not siloed. Pioneering new models of story-telling that build brand worlds and not just campaigns. Helping brands to harness the powers of culture to spark, and supercharge, conversations on a global scale.