CULTIQUE. Connecting with Culture.

Understanding culture trends and passion points enable brands to effectively connect with consumers. If, on a meta level, the wider culture can be described as an ocean, then on a micro level individual consumers enter...

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Understanding culture trends and passion points enable brands to effectively connect with consumers.

If, on a meta level, the wider culture can be described as an ocean, then on a micro level individual consumers enter that ocean through narrower streams and tributaries. These discrete subcultures carry habits around content consumption and create unique communities. In turn, these tighter communities engage in conversation and form attitudes – all of which ultimately influences commerce.

Today we’re speaking with Linda Ong, the CEO and co-founder of CULTIQUE, a cultural insights and strategy venture that surfaces cultural forces and helps their clients to successfully harness their power.

Topics discussed include:

Why Linda wants everyone to attend her project kick-off meetings.
Why it’s nice, but not necessary, to be part of a subculture to in order to understand it.
How to build improve your own cultural literacy.
Why the C-suite is where the conversation about external cultural events should be taking place.
How external cultural trends are like a weather system.

Linda Ong Linda Ong is the CEO and co-founder of CULTIQUE, the cultural insights and strategy venture of CIVIC (a Seacrest Global Group Company). Formerly Chief Culture Officer at CIVIC, Ong’s groundbreaking work on cultural insights related to women, Latinx biculturals, Millennials and other drivers of the rapidly changing landscape has positioned her as a sought-after cultural advisor and industry voice. Ong has been at the center of some of the most high-profile brand transformations in the media and entertainment industry over the past 20 years, having run her own shop TruthCo.an omnicultural branding and insights firm. Prior to founding TruthCo.,Ong was SVP of marketing at Oxygen Media, before that, she was managing director of strategy and creative director for Lee Hunt Associates, a segment producer for Videofashion! Inc., and an art director for McCann-Erickson USA. Ong was a founding member of the Creative Alliance for Civic Nation, a non-profit, non-partisan organization started by the former President and First Lady, Barack and Michelle Obama. She has been featured in several books including Joel Beckerman’s The Sonic Boom: How Sound Transforms the Way We Think, Feel, and Buy; Scott Stowell’s Design for People; and Chiqui Cartagena’s Latino Boom II. Ong was recently named as one of Fast Company’s Most Creative People in Business and recently joined the publication’s Impact Council.

Sarah Unger is a founding partner of CULTIQUE, a cultural insights and strategy venture of CIVIC (a Seacrest Global Group Company).  An award-winning cultural and consumer strategist, Unger and her team of analysts are devoted to working with brands such as YouTube, Apple, WarnerMedia, Disney/ABC, and NBCU navigate fast-changing times, recalibrate for new audiences, and cultivate growth in an uncertain world. Unger was named Media Play News’ 40 Under 40 list in October 2019 and has been a frequent cultural commentator in media outlets such as Forbes, Fortune, The Atlantic, and The Daily Beast.

Prior to serving as SVP, Cultural Insights & Strategy at CIVIC, Unger led brand strategy as Vice President of Marketing Strategy, Trends & Insights at Viacom for its brands Paramount Pictures, Paramount Network, MTV, Comedy Central, BET, Nickelodeon, and more. She was named one of Forbes’ 30 Under 30 in 2015 during her tenure at Ketchum as Vice President, Insights & Strategic Planning where she launched the Millennial and Gen Z division.

CULTIQUE is the cultural insights and strategy venture of CIVIC (a Seacrest Global Group Company). This premium boutique crafts bespoke cultural strategies for forward-looking businesses in media, entertainment, tech and consumer spaces. CULTIQUE unites thought leaders, industry disruptors, academics, creatives and experts to maximize the impact of brands, content, and products in a world of constant change.

Executives bring CULTIQUE in at the very top strategic level to weigh in on overall programming lens; they are also brought in at the script level to not only review for cultural appropriateness, but also for opportunities to really lean in on cultural elements that are missing.

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Linda

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Sarah

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