posted on Jul. 31, 2024 at 11:07 am

Steering strategy at the speed of culture

posted on Jul. 31, 2024 at 11:07 am

Havas Middle East’s Alejandro Fischer writes on why brands must go beyond keeping pace with culture, and calls for more nuanced campaigns.

Image sourced from Pexel.com
In today’s fast-paced marketing world, the mantra is that brands must keep up with the rapid pace of cultural changes or risk becoming irrelevant.
While we all tend to agree on this as a core tenet of the work we do, it’s crucial to recognise the inherent risks in this pursuit. Sometimes, moving at the speed of culture implies moving at the speed of change, focusing on the biggest shifts.
But culture is not monolithic. It’s as much about what endures as it is about what transforms. Moving at the speed of culture doesn’t always mean moving at the fastest speed. Ignoring the nuance

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the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.