Marketing Briefing: How the desire for cultural relevance is changing marketers’ planning cycles

If you ask today’s marketers what’s important to them, you’ll hear a common refrain: They want their brands to truly be part of culture. But what does that actually mean and how are marketers going about making that happen?

There’s a necessary recalibration of control and planning. Culture is ever changing, ephemeral and impossible to predict — and yet, today’s marketers are more beholden to the cultural zeitgeist than ever, intent on finding ways for their brands to be part of whatever the obsession of the moment may be and capitalizing on that. To be part of the cultural zeitgeist requires marketers to change not only how they show up and what they say, but also how they spend their ad dollars.

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