Researched cultural and behavioural trends to inform creative strategies, ensuring campaigns resonated with real audiences and current contexts.

Approach

• Analysed social and cultural signals across digital platforms, news media, and academic sources.
• Identified emerging values and visual languages influencing consumer perception in lifestyle and beauty sectors.
• Translated findings into creative briefs and storytelling directions for campaign development teams.

Impact

• Increased campaign relevance by grounding creative concepts in current cultural conversations.
• Strengthened collaboration between insights and creative departments through shared research frameworks.
• Enhanced client trust by integrating evidence-based cultural reasoning into strategic recommendations.