Weber Shandwick and Popcorn Announce Culture Products
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Weber Shandwick and Popcorn Announce Culture Products

Weber Shandwick has unveiled the first generation of “InCulture Communications” products and services developed in partnership with Faith Popcorn’s BrainReserve, the marketing consultancy renowned for its applied futurism approach.

Paul Holmes

NEW YORK—Weber Shandwick has unveiled the first generation of “InCulture Communications” products and services developed in partnership with Faith Popcorn’s BrainReserve, the marketing consultancy renowned for its applied futurism approach. The two firms announced their partnership in November last year.

The new products fuse the expertise of the two firms to help businesses meet the demands of the emerging “creativity Economy,” according to Gail Heimann, president of Weber Shandwick New York. They include customized BrainReserve workshops—described as “deep dives into a client’s key constituencies and competitors,” which then inform a communications plan, developed by Weber Shandwick.

“Our alliance and these new service offerings address the recognition that the right approach to driving business growth today is born of an intimate understanding of key constituents—both internal and external,” says Heimann. “Businesses can’t hope to ‘get’ the loyalty of a specific group unless they ‘get’ its culture. Faith Popcorn’s BrainReserve has pioneered a methodology for navigating cultures to turn up fresh and valuable insights. Marrying those insights to the right communications program compounds an organization’s power in the marketplace.”

The first generation of products is comprised of two modules: InCulture Consumer Connection, which focuses on helping companies create relevant future-focused messaging and marketing strategy to better communicate with consumers; and InCulture Innovation Exploration, which illuminates opportunities for redefining innovation and also provides an overview of how innovative strengths can be better communicated. Both draw on BrainReserve’s trend-based tools and proprietary methodology, which then informs Weber Shandwick’s corporate media strategy.

A second generation of product offerings will be added in the coming months.

“I have consistently said that the time has come to ask ourselves not what a company’s media plan is, but rather what is its culture plan? We’re giving clients a set of strategic tools designed to do just that,” says Faith Popcorn, founder of Faith Popcorn’s BrainReserve. “With more and more companies turning to their marketing departments to help drive top line growth through sharper innovation and stronger consumer connections, InCulture Communications provides a valuable new resource. Culture is the new media.”

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