I believe brands that impact culture drive the strongest business growth and long-term value.

In partnership with Peter Field at the IPA (Institute of Practitioners in Advertising) and my outstanding data & analytics team at Weber Shandwick, I led a landmark global study definitively proving that “culturally salient” campaigns (defined as earning coverage and conversation over the long term) are 53% more likely to drive very large business effects. They vastly outperform other campaigns on all key business metrics including profit, market share, sales, loyalty and ROI. In short, culturally salient campaigns make more money with less budget under the toughest economic circumstances.

The study was reported on by Newsweek, showcased at Cannes and has become a Warc marketing effectiveness case study, adopted by the industry.

Cultural salience is the new metric I believe all brands and investors should be measuring themselves against.