It seems that every day another brand is in the spotlight for making a cultural mis-step, and the consumer backlash can be brutal; affecting everything from brand perception all the way down to the bottom line. And every time it happens, it seems that brands had not anticipated what could possibly go wrong. In this webinar, Shelina Janmohamed, Ogilvy's Vice President of Islamic Marketing and a global expert on cultural leadership, will unpack the cultural commentary jargon and deep dive into real-life case studies studying what happened, what went wrong, and how your brand can get ahead of the pack next time.

1. Powered by
What’s Next:
Diversity or death:
Six ways to get cultural leadership right
Shelina Janmohamed

2. Powered by
Do we need
cultural leadership?

5. Question: Who are the snowflakes?
Answer: The question is a red herring

6. This is about responding to the fact that consumers
now increasingly expect brands to take a point of
view on social and political issues
of Gen Z would actively engage with a brand that could help them make a difference.
of millennials expect companies to make a public commitment to good corporate citizenship
Nearly
70%
3/4 of millennials and Gen Z are willing to pay extra for products and services from companies
dedicated to social and environmental change, compared to just 51 percent of boomers.
81%

9. Conscience Creative Commercial

10. Change needs to happen
From the top
Diversity must be inside and outside
From the very beginning of the planning process
Seamlessly woven into every aspect of the organisation
In communications and consumer engagement

11. To avoid you doing this… Don’t get your campaign
checked off like this…

12. Powered by
6ways to get cultural
leadership right

13. Your product is not the answer to a serious
real world problem, and shouldn’t try
1

14. No, you can’t co-opt major political
moments to sell product

15. Don’t take commercial benefit from the IP of
others. It’s called cultural appropriation (which
is not just nonsense).
2

16. Check your creative references.
The case of blackface
Katy Perry Burberry Prada
3

17. Understand history and tropes

18. Make sure the right people are in the room

19. The ethos has to be embedded through the
organisation, from top to bottom.
The case of customer service
4

20. Inclusion is about more about than just who is in
the photos (although that is important too)
5

22. Think your cultural insight all the way through
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23. Powered by
Change needs to happen
From the top
Diversity must be inside and outside
From the very beginning of the planning process
Seamlessly woven into every aspect of the organisation
In communications and consumer engagement

24. Conscience Creative Commercial

25. Thank you.