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Unlock global brand potential through cultural intelligence

Why cultural intelligence

WHY CREATIVE CULTURE

THE CONTEXT FOR BRANDS

The world is fragmenting, information is travelling faster than ever and brands that aren’t fully prepared pay the terrible consequences of cultural misalignment with their audiences.

A staggering 70% of international ventures fail due to cultural misalignment.

Walmart's attempt to enter the German market led to a $1 billion exit when it failed to adapt to local shopping habits and regulations.

OUR MISSION

We exist to unlock global brand potential through cultural intelligence

We help international brands:

PLAN.

Be prepared.

RESPOND.

Be culture-shoock proof.

LEAD.

Be the first to create a culture movement.

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To see some of our great work, click on the video below.

Case Studies

Canva

Canva

When global expansion relies on hyper-local product development

Grand Mercure Cultural Compass

Grand Mercure Cultural Compass

When cultural intelligence brings a global brand to life

Dedication. Expertise. Agility.

Over the past 16 years, we've built and grown Culture Connexion™, a global network of over 3,100 senior consultants across a range of subject matters in over 140 countries. A unique pool of senior human talent and intelligence, which brands and agencies can tap into and easily plug into their day-to-day strategy think-tanks, to support creative development or to enhance existing AI-powered insight solutions.

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As an exclusive associate model, Creative Culture puts together bespoke, dedicated global and local teams to deliver tangible, concrete and easy-to-implement growth solutions for global brands and their agency rosters. Collaboratively, sensitively.

Anna G. Martins

Anna G. Martins is a cultural strategist and brand consultant specialising in cross-cultural messaging. Leveraging her expertise in the US market, she helps brands navigate cultural nuances and connect authentically with diverse US audiences.


Azza Elhassan

Azza is a cultural strategist with 12+ years’ experience in consultancy and creative development. She integrates AI and cultural innovation to amplify marginalised voices. Pursuing an MA in AI and Society, she bridges technology, culture, and ethics to inspire systemic change.

Fatou Ndiaye

Fatou is a serial entrepreneur, UN expert, and DEI consultant championing social equity through her firm NHUMA.
She also explores sustainable fashion as a documentary host on Canal Plus.



Our Clients

Testimonials

"Working with Creative Culture has been a refreshing experience in many ways. They truly understand that language is just one of many elements of culture, which is critical when adapting brand messaging to meet local cultural nuances and maximize impact with the community. What sets them apart as an agency partner is their ability to source deep cultural insights and nuances at the granular level and incorporate them into the brand ecosystem as human truths to ensure effective executions across all consumer touchpoints. They bring both the rigor and the empathy to the table."
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Juan Boido, Former Global Brand Manager, Jim Beam
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