Momentum Launches Nuance Matters™
Momentum Worldwide, an Interpublic Group (NYSE: IPG) experiential marketing agency, has launched Nuance Matters™, a new offering designed to help brands create authentic connections with consumers through cultural understanding. The initiative responds to research showing that 25% of people feel brands don't reflect their values or culture, while 44% believe brands focus too much on surface-level representation.
The program will be led by Marc Charles, who adds General Manager to his EVP role, and Sabrina Lynch, who joins as Head of Strategy. Their partnership aims to create experience ecosystems that help businesses thrive through cultural diversity, focusing on understanding various aspects of identity including beliefs, values, ideologies, religion, language, and fandoms.
Momentum Worldwide, un'agenzia di marketing esperienziale appartenente a Interpublic Group (NYSE: IPG), ha lanciato Nuance Matters™, una nuova offerta progettata per aiutare i marchi a creare collegamenti autentici con i consumatori attraverso la comprensione culturale. L'iniziativa risponde a ricerche che mostrano che il 25% delle persone sente che i marchi non riflettono i propri valori o la propria cultura, mentre il 44% crede che i marchi si concentrino troppo su una rappresentazione superficiale.
Il programma sarà guidato da Marc Charles, che assume il ruolo di Direttore Generale oltre a quello di EVP, e da Sabrina Lynch, che si unisce come Responsabile della Strategia. La loro partnership mira a creare ecosistemi di esperienza che aiutano le aziende a prosperare attraverso la diversità culturale, concentrandosi sulla comprensione di vari aspetti dell'identità, tra cui credenze, valori, ideologie, religione, lingua e fandom.
Momentum Worldwide, una agencia de marketing experiencial perteneciente a Interpublic Group (NYSE: IPG), ha lanzado Nuance Matters™, una nueva oferta diseñada para ayudar a las marcas a crear conexiones auténticas con los consumidores a través de la comprensión cultural. La iniciativa responde a investigaciones que muestran que el 25% de las personas siente que las marcas no reflejan sus valores o cultura, mientras que el 44% cree que las marcas se enfocan demasiado en la representación superficial.
El programa estará dirigido por Marc Charles, quien asume el cargo de Director General además de su rol de EVP, y Sabrina Lynch, quien se une como Jefa de Estrategia. Su asociación tiene como objetivo crear ecosistemas de experiencia que ayuden a las empresas a prosperar a través de la diversidad cultural, centrándose en la comprensión de varios aspectos de la identidad, incluidos creencias, valores, ideologías, religión, idioma y aficiones.
Momentum Worldwide는 Interpublic Group (NYSE: IPG)에 소속된 체험 마케팅 에이전시로, Nuance Matters™라는 새로운 서비스를 출시했습니다. 이번 서비스는 브랜드가 문화적 이해를 통해 소비자와의 진정한 연결을 만들어가는 데 도움을 주기 위해 설계되었습니다. 이 이니셔티브는 사람들이 25%가 브랜드가 자신의 가치나 문화를 반영하지 않는다고 느끼고, 44%가 브랜드가 표면적인 표현에 너무 집중하고 있다고 생각한다는 연구 결과에 응답하고 있습니다.
이 프로그램은 EVP 역할을 맡고 있는 Marc Charles가 총괄 매니저 역할도 추가하여 이끌며, 전략 부서장으로 합류하는 Sabrina Lynch와 함께합니다. 그들의 파트너십은 신념, 가치관, 이데올로기, 종교, 언어 및 팬덤 등 다양한 정체성 요소에 대한 이해를 통해 문화적 다양성을 통해 비즈니스가 번창하도록 돕는 경험 생태계를 만들고자 합니다.
Momentum Worldwide, une agence de marketing expérientiel du groupe Interpublic (NYSE: IPG), a lancé Nuance Matters™, une nouvelle offre conçue pour aider les marques à créer des connexions authentiques avec les consommateurs grâce à la compréhension culturelle. L'initiative répond à des recherches montrant que 25 % des personnes estiment que les marques ne reflètent pas leurs valeurs ou leur culture, tandis que 44 % pensent que les marques se concentrent trop sur des représentations superficielles.
Le programme sera dirigé par Marc Charles, qui ajoute le poste de directeur général à son rôle d'EVP, et par Sabrina Lynch, qui rejoint l'équipe en tant que responsable de la stratégie. Leur partenariat vise à créer des écosystèmes d'expérience qui aident les entreprises à prospérer grâce à la diversité culturelle, en se concentrant sur la compréhension de divers aspects de l'identité, y compris les croyances, les valeurs, les idéologies, la religion, la langue et les fandoms.
Momentum Worldwide, eine Agentur für Erlebnismarketing der Interpublic Group (NYSE: IPG), hat Nuance Matters™ eingeführt, ein neues Angebot, das Marken helfen soll, authentische Verbindungen zu Verbrauchern herzustellen, indem sie kulturelles Verständnis fördern. Diese Initiative reagiert auf Recherchen, die zeigen, dass 25% der Menschen das Gefühl haben, dass Marken ihre Werte oder ihre Kultur nicht widerspiegeln, während 44% glauben, dass Marken sich zu sehr auf oberflächliche Darstellungen konzentrieren.
Das Programm wird von Marc Charles geleitet, der zusätzlich zu seiner EVP-Rolle die Funktion des General Managers übernimmt, sowie von Sabrina Lynch, die als Leiterin der Strategie dazukommt. Ihre Partnerschaft zielt darauf ab, Erlebnisökosysteme zu schaffen, die Unternehmen durch kulturelle Vielfalt zum Gedeihen verhelfen, wobei der Fokus auf dem Verständnis verschiedener Aspekte der Identität liegt, einschließlich Überzeugungen, Werte, Ideologien, Religion, Sprache und Fans.
- Launch of new strategic offering to address documented market gap in brand-consumer cultural connection
- Strategic expansion of services portfolio within IPG's experiential marketing division
- Strengthening of leadership team with new strategic hire
- None.
A New Offering to Help Brands Grow Through Authentic Connections and Cultural Resonance
New York, NY, Dec. 03, 2024 (GLOBE NEWSWIRE) -- Momentum Worldwide, a global experiential marketing agency that is part of Interpublic Group (NYSE: IPG), launches Nuance Matters™ to help brands grow through authentic connections and resonance with cultures. Understanding the “nuance” of a person’s identity and the communities they belong to is essential for brands seeking to create deeper connections. Nuance Matters™ will bridge the gap between brands and the consumers they serve by offering both innovative and culturally relevant strategies.
Understanding identities is multifaced and deeply tied to culture, and Nuance Matters™ focuses on helping brands understand what truly matters to their audience. This insight is critical at a time when research reflects consumer expectations for authenticity:
- 1 in 4 people say brands don’t reflect their values or culture.
44% of people feel brands seem too focused on surface-level representation, missing who they are and what is truly important to them.
Nuance Matters™ will be led by Marc Charles and Sabrina Lynch, offering an integrated marketing approach. Charles and Lynch’s partnership will lead the creation of experience ecosystems to help businesses thrive economically through cultural diversity.
Charles, EVP at Momentum Worldwide, adds General Manager to his role. In addition, Lynch joins as Head of Strategy, and is an expert in brand strategy who previously consulted with Parson’s School of Design.
"Our offering focuses on understanding culture by looking at how people define themselves through various aspects of their identity, such as beliefs, values, ideologies, religion, language and even fandoms. This approach is what makes the offering so unique," comments Marc Charles, General Manager of Nuance Matters ™ & EVP at Momentum Worldwide.
“Culture is continuously evolving, it is imperative for brands to understand and engage authentically with their consumers now and in the future," adds Global CEO, Donnalyn Smith at Momentum Worldwide.
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About Momentum Worldwide
Momentum Worldwide is a global experience agency partnering with and transforming the world’s most famous brands since 1987. Built on the simple truth that it’s not what brands say, it’s what they do that matters, the agency blends creativity, technology, strategy, design, and execution to change the world and impact culture. Agency accolades include Cannes Lions, Effies, Clios, Agency of the Year, Best Place to Work and industry-leading Sustainability practices. Learn more by visiting www.momentumww.com.
About Interpublic
Interpublic (NYSE: IPG) (www.interpublic.com) is a values-based, data-fueled, and creatively-driven provider of marketing solutions. Home to some of the world’s best-known and most innovative communications specialists, IPG global brands include Acxiom, Craft, FCB, FutureBrand, Golin, Huge, Initiative, IPG Health, IPG Mediabrands, Jack Morton, KINESSO, MAGNA, McCann, Mediahub, Momentum, MRM, MullenLowe Global, Octagon, R/GA, UM, Weber Shandwick and more. IPG is an S&P 500 company with total revenue of
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Contact Information
Anna Dalziel
(Press, Momentum)
anna.dalziel@momentumww.com
Tom Cunningham
(Press, Interpublic)
(212) 704-1326
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