Cultural Marketing

We don’t just analyze culture - we live it.

Our Cultural Council is a network of cultural insiders, tastemakers, and thought cultural leaders who guide our strategic direction, ensuring that everything we do is deeply rooted in real, evolving cultural dynamics and trends.

The Council also serves as a reality check, identifying potential pitfalls and highlighting possible stumbling blocks to ensure our strategies are both authentic and effective.

As Cultural Consultants, we make Cultural Marketing measurable.

We bridge the gap between brands, communities, talents, and cultural fields - transforming cultural engagement into a strategic asset that drives real business outcomes. We decode cultural codes, design cultural relevance, and foster genuine connections between brands and communities.

In an agile agency set-up, we are uniquely positioned to respond quickly to changes in social media networks and touchpoints, ensuring that our strategies remain relevant and effective in an ever-evolving digital landscape.

Our approach ensures that cultural engagement is not just visible but also measurable and scalable - creating long-term impact and brand loyalty.

Traditional generational targeting is outdated.

Labels like Gen Z, Millennials, or Boomers oversimplify audiences, leading to ineffective messaging. People are more than their birth year - they are shaped by values, communities, and cultural movements.

At Serviceplan Culture, together with our friends from Mediaplus, we harness Culture Targeting to create real, lasting connections. Culture - not age - drives behavior, sparks conversations, and builds brand loyalty. From gaming and hip-hop to LGBTQIA+ advocacy and mental health awareness, we help brands tap into the passions that truly move people.

At Serviceplan Culture, we connect brands with the cultural movements that truly resonate with people.

Our strength lies in a powerful network that we actively leverage for our clients, enabling us to dive deep into relevant communities and create authentic connections. We collaborate with Civey for data-driven insights through precise opinion research, partner with the University of St. Gallen for academically backed strategic excellence, and tap into the influencer ecosystem of Buzzbird and Studio71 to engage audiences through high-reach content creators.

Additionally, we work with a diverse range of national and international talents, artists, and creatives from various subcultures to bring unique cultural perspectives to life. This network allows us to identify the cultural codes that truly matter, ensuring brands engage with their audiences in a way that feels real, relevant, and impactful.

We believe in using our expertise to drive positive change.

Every year, we support NGOs and organizations that not only do good but are deeply rooted in culture and community. From empowering young talent at the HipHop Academy Hamburg to advocating for clean water with Viva con Agua, from promoting social impact through Basketball AID to supporting children in need with SOS Kinderdorf - we actively contribute to meaningful initiatives that make a real difference.

Because culture is more than just a marketing tool; it’s a force for good.