Hi, I’m Florencia Lujani, and you’re in the right place if you’re interested in creativity, strategy, brand and culture.
👋 About me. I’m a 90s kid, born and raised in Buenos Aires, Argentina. I’ve worked at global creative agencies like TBWA and JWT (now WundermanThompson). I’ve done all sorts of strategy work: brand strategy, social and digital, PR, cultural, etc. I also have a Master’s Degree in Cultural Studies from Birkbeck, University of London. I still love this job just as much as when I started.
🌟 Cultural shifts impact brand strategy in so many ways. The way we shop, how we talk, what drives hype and interest, what sells quickly and what is tone-deaf - all influences brand communications. This newsletter is an excuse for me to explore culture as a strategic asset that delivers brand value (in this post, I explain what I mean by this in more detail)
⚡️ Why Cultural Patterns? Culture is this big thing around us that can get lost disguised as ‘normality’, but it’s constantly evolving. Most of the time the pattern of culture changes without us noticing, and sometimes we only become aware of it when we find ourselves in weird surroundings. I’m constantly looking for the slight variations of the pattern, the weird and the new coming from somewhere unexpected that leads to new opportunities and new ways of thinking.
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