Tag: advertising
How the Best World Cup Campaigns Won by Putting Culture at the Center
For marketers, the FIFA World Cup created an extraordinary opportunity, but also high stakes. Winning required cultural fluency. That was the central takeaway from Collage Group's panel featuring leaders from Coca-Cola, Proximo Spirits (Gran Centenario), and Adsmovil.
Turning Cultural Insights into Marketing Action
Understanding culture is only the first step in turning cultural intelligence into marketing action. The brands that consistently build cultural resonance are the ones that turn audience insights into action—translating research into marketing strategies, creative briefs, and campaigns that authentically reflect how people live.