Watch: Why every agency and brand needs to up cultural awareness

The Media Leader Interview

“Every advertising agency and every brand needs to up their cultural awareness and society awareness and political awareness in these times.”

This was from Lydia Amoah, CEO and founder of cultural change agency Backlight, speaking to reporter Ella Sagar at The Media Leader Summit.

Amoah stressed that this type of awareness was “really important” for advertising as “a powerful tool” to build brands, as well as reach and maintain audiences.

She also discussed what the media industry’s priorities should be for the second half of 2024, the impact of “losers” from the UK general election and how to talk about inclusion.