Modern marketers are increasingly focused on embedding their brands within the cultural zeitgeist. To achieve this, they must adapt their budgeting and planning strategies. Rather than committing their entire advertising budget at the start, many are leaving room to respond to spontaneous cultural moments that resonate with consumers. This shift reflects a broader understanding that culture is unpredictable, necessitating both a budgetary flexibility and a mindset that embraces innovation and responsiveness to relevant conversations as they unfold.
"We're continuing to lean into key calendar moments, but more and more brands are recognizing there is value in reserving budget and resources to be purely opportunistic," Laura Brockway, svp and planning director at EP+Co, said in an email. "Consumers increasingly expect brands to be a part of relevant cultural conversations as they unfold."
"As much as due diligence and consistency is still necessary, it's increasingly understood that no one can predict what might happen in culture (or when) that could open an interesting opportunity for a brand," said Brockway. "If every dollar is already spoken for ahead of time, a brand limits its future."
"We're trying to be innovative," Perdue svp of marketing, David Zucker, said of the company's push to be part of cult culture.
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