The four pillars of culture: A roadmap to cross-market relevance and effectiveness

As consumers become more diverse and fragmented, Creative Culture’s Mélanie Chevalier says brands need to crack the cultural code within a target audience to identify them and create an emotional connection.

Culture is everywhere and ever evolving. No longer bound by nationality or geographical location, it’s about ideas, customs and behaviours, and fundamentally connects everyone.

In the last few years, audiences have become more diverse and fragmented, whilst...

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