Popular culture has a fast metabolism – a never-ending ability to drive new aesthetics, destroy conventions and rewrite the rule book. So much of our work has to hold its own here. It would be remiss of us not to be fascinated by and literate in what’s going on. Being ‘culture-first’ literally means you think cultural context first, before you fashion a creative response. You look at what is getting people excited, what they’re talking about. Beyond trends, it’s about giving your brand meaning in a wider context.