Welcome to the most comprehensive and actionable  industry Toolbox for embedding cultural relevancy and inclusion into the creative process, end-to-end.

First-of-its-kind framework that agencies, brands, and organizations can adapt or adopt to build towards culture-first creative development processes within our organizations.

ADAPT

ADOPT

gender identity
race
geography
ethnicity
culture
religion
income
sexual orientation
age
education
disability

Marketers have the responsibility to engage beyond reactionary or one-off messaging and toward truly intentional and real connections

FROM

TO

Moments

Reactions

Intentions

Understanding Gen Z's 'inlcusive-first' expectations

It's time to make board diversity an expectation, not just a priority

Marc Pritchard: 'Choose equality as the systemic way of bringing creativity to life'

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Everyday ‘Norms’ & Behaviors of an organization

Best-in-culture brands and creators act on their responsibility to see…

All abilities

All cultures

All identities

All races

…beyond casting alone

Authentically reflecting the cultural richness of their consumers

Marketers and mainstream agencies tend to consider cultural inputs downstream

Calls for increased presence and representation in the work, more often results in considerations of cultural inputs to be limited within casting and production phases

There is an opportunity for cultural relevance & inputs at every stage.

The opportunity exists in integrating culture-centric norms upstream, and throughout the processparticularly at the earliest stages where the growth opportunity is defined and audience insights are mined

Change is not an event,

it’s a daily process

for greatest brand impact

Workplace

Marketplace

Brand
Impact

Crucial Stages to embed cultural relevancy & inclusivity at MEANINGFUL MOMENTS OF IMPACT

1

Inclusive brand strategy development

2

Audience & category analysis

5

Comms strategy: media + creative concepting

6

Creative directon review & media partnership plan

8

Production

Discovery & Calibration

Insights &
Strategy

Creative &
Experience

Asset Dev., Launch
& Measurement

3

Insight & brief development

4

Comms & creative brief

7

Media experience planning

9

Performance measurement & reporting