How Brands Can Stop Chasing Pop Culture, and Co-Create it Instead

There’s an old, tired idea about pop culture. That it hovers above us all and precipitates down to people, whether it’s the latest fashion trend or catch phrase, on-repeat song or must-see show. Sounds awfully passive, doesn’t it? But the reality is, pop culture doesn’t exist without our participation – a fact that’s never been truer, or more apparent in marketing, than it is today. Where creators make viral content without any brand backing, where media cycles are driven as much by our reactions to news as the news itself, and where TV ads are barely table stakes during the world’s biggest TV moments like the Super Bowl. In this session, Ogilvy brings together the perspective of agency, client, influencer and media to discuss pop culture as the ultimate act of co-creation – and how this approach is pushing the brand experience beyond anything that’s come before.