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A CONTENT FORCE WHICH SITUATES BRANDS WITHIN CULTURE

Culture Lab is the editorial engine that powers our approach to content. It is a dedicated team, made up of creative and social experts, who collate daily insights, news stories and narrative trends in order to ensure our brands show up in the right spaces – and with the right ideas – to be able to drive real cultural impact.

 

WHY CULTURE LAB?

There's is no one-size-fits-all with culture. Culture Lab was born out of a need to drive meaningful connections between our brands and their communities – grounding our creative work in real-time insight to ensure real-life resonance. There are 4x types of culture we operate in for our clients:

  • FORMATS

    Jumping on a trending sound, execution or prompt – this type of culture is heavily informed by social expertise and leans on algorithm favouritism for those all-important reach metrics.

  • NEWSJACKING

    Reacting to an existing news story or moment with brand commentary – this allows us to piggyback off of and put our branded stamp on high-volume and high-visibility conversations, similarly to satire.

  • TOPICAL

    Taking part in a topical moment (such as International Women’s Day) or a cultural event (such as the Oasis reunion) – this allows us to tell stories about our wider brand worlds, which directly align with our communities’ interests.

  • BEHAVIOUR

    Making moves based on our communities’ cultural behaviours – leaning on rich and niche consumer insights so that we can really get into our audiences’ psyches and understand what stories will drive the most meaningful connections.

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