Carat Culture: Redefining The Power Of Culture To Fuel Business


Carat today launches the Carat Culture team in China. Sen Lin will lead the newly created team as Head of Culture with a remit to redefine insights and articulate the connections between brand and culture.

The new team brings together a diverse range of talent with people from insight, strategy, creative, branding and media backgrounds.  To work and play together.  Supporting clients across Carat the resources of the team are available understand cultural tribes and develop strategic solutions to connect brand to culture through media. Sen commented; “Carat Culture is our outpost to watch and analyze China’s fast moving culture trends.  Consumers are now fueling the growth of brands as communications become more personal and meaningful.  My team is uniquely positioned to develop communication solutions that are linked into culture.” 


Susana Tsui, CEO for Dentsu Aegis Network China added: “Carat Culture is an innovative collaboration model that is creating new products and consumer experiences. It will help our clients in China address business challenges with a fresh perspective and engage Chinese consumers through culture-led solutions. Under Sen’s leadership, we look forward to seeing more innovative work which will create ground-breaking consumer experiences.” 


Clay Schouest, Global Head of Planning at Carat added: “Over the past 12 months Sen has been instrumental in leading Carat’s teams, developing new products and frameworks that are being used by clients including The Coca-Cola Company, IKEA and Bayer.  He’s been able to bring to life Carat China’s ‘redefining media’ vision with solutions that connect big data into rich cultural insights.  This innovative team is shaped to answer the challenges brands face today with an increasingly diversified consumer and media landscape.” 


With a focus on innovation Carat Culture also launches with a series of workshops sessions and tools, details will be coming over the next month: 


CARAT CULTURE CLOUD: Model to understand brand culture opportunities via big data & cultural insight.


CARAT CULTURE SYNC: Workshop Frameworks to develop consumer-based IMC by synchronizing brand to consumer culture.


"DANDELION" FRAMEWORK: A strategic guide for media  to achieve depth and scale on cultural level,  an innovative framework for media planning team to identify content & media.

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