At Agent16, culture is our business.

Culture Branding builds brand power as it embraces the consumer. Our approach is simple. We explore the target’s culture and uncover the brand’s unique assets to forge a cohesive growth strategy. Brand content and messaging become more relevant and motivational as the brand is driven deep into contemporary culture.

We don’t start trends. We simply make the most out of them, by capitalizing on business prospects within the culture, seizing sales opportunities, and connecting with customers in ways that help fuel long-term profitable growth for our clients.

Three Olives Vodka

Cultural Insight: The imported vodka market had become increasingly cluttered and positioned as an exclusive club, limited to brands featuring elaborate and pretentious back stories.

Brand Asset: Three-O Vodka comes in fifteen surprisingly exhilarating flavors such as root beer, cherry and grape.

Growth Strategy: The Three-O “What’s Your O-Face?” campaign took ownership of the unexplored fun portion of the imported vodka landscape.

As a Result: Equivalent 9L case sales jumped 46% as a result of this campaign.

Ad for Three-O Rangtang Vodka

NYC Department of Education

Cultural Insight: In the battle to hire the best public school teachers, New York City was losing ground to wealthier school systems in neighboring Westchester and Nassau counties.

Brand Asset: New York City could leverage its prestige by elevating NYC teachers to the same heroic status as the NYC police and firemen.

Growth Strategy: With virtually no marketing budget, leverage the most important alliances we could muster: Mayor Bloomberg, well-known film director Joel Schumacker, and the Ad Council, to help promote the “New York’s Best and Brightest” campaign.

Ad for NYC Department of Education

Goldman Sachs

Cultural Insight: Investment banking had lost its ability to attract the best and brightest graduates of America’s elite schools, who had come to think of Goldman as somewhat stodgy and conservative, likely to be a regressive and confining place to work.

Brand Asset: The multi-faceted talents, high energy level, creativity and great intellectual capital of Goldman’s people.

Growth Strategy: Focusing on some of the “small things” in life that provide simple yet amazing benefits like ball bearings and soda can ring pulls, Goldman is portrayed as an vibrant and creative workplace – one that employs people that can develop innovative solutions, creatively solve problems and celebrate ideas on all levels.

As a Result: Within a year Goldman recruiting had experienced a double-digit increase in qualified candidates.