Cultural Advantage

Brands often want to be in culture. They want to ride it, move at its speed. But where does culture actually happen? Many in media point to creators and whatever is currently trending online. Yet nobody had ever tested whether the UK’s understanding of culture matched the industry’s assumptions. Cultural Advantage was the first study to measure the cultural influence of different media. It overturned conventional wisdom, challenged assumptions, and showed that brands that want to be involved with culture should target media that deliver lasting cultural relevance, not just viral moments. It gave marketers an entirely new way to think about culture and how to best use it to their advantage.