I’ve noticed a common trend among agencies since being in New York, and that is culture, culture, and more culture. It seems that some agencies, particularly the younger ones, place just as much importance on culture as the work itself. This seems like a no brainer now, being that its all we have known, but comparing this stance on cultural views to those from five, even ten years ago, is extremely different. Advertising used to be all about selling a product, and now the industry has developed into this powerful tool that allows us to sell ideas, lifestyles, and popular culture along with brands and products. Strong messages are no longer solely about aesthetic, its about the message delivered and how it portrays cultural values and delivers messages that are important to societal issues. During our visit at Laundry Service was when I realized that being culturally relevant and understanding current conversations is imperative to any agency that is making great strides. Knowing what to say and how to properly include cultural values in a message is key, and that’s a beautiful direction for the industry to be shifting. 

-Kiana Griffith