On December 3, 2024, Momentum Worldwide, a global experiential marketing agency and part of Interpublic Group, launched Nuance Matters™ to help brands foster growth through authentic connections and cultural resonance. Understanding the “nuance” of a person’s identity and the communities they belong to is key for brands aiming to build deeper connections. Nuance Matters™ will bridge the gap between brands and consumers by offering innovative, culturally relevant strategies.
Recognizing that identities are multifaceted and deeply tied to culture, Nuance Matters™ focuses on helping brands understand what truly matters to their audience. This insight is particularly crucial as research shows that consumers increasingly expect authenticity:
- 1 in 4 people say brands don’t reflect their values or culture.
- 44% of people feel brands focus too much on surface-level representation, missing the deeper aspects of who they are and what matters to them.
Nuance Matters™ will be led by Marc Charles and Sabrina Lynch, who will offer an integrated marketing approach. Together, they will lead the development of experience ecosystems designed to help businesses thrive economically through cultural diversity.
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Charles, EVP at Momentum Worldwide, will also take on the role of General Manager, while Lynch joins as Head of Strategy. She is an expert in brand strategy and 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,” says Marc Charles, General Manager of Nuance Matters™ and EVP at Momentum Worldwide.
“Culture is continuously evolving, and it is imperative for brands to understand and engage authentically with their consumers now and in the future,” adds Donnalyn Smith, Global CEO at Momentum Worldwide.
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