Culture Hackers vs Culture Builders

Dulya Wijeratne, Key Accounts Lead, Cult Creative

01-Jul-25 11:00

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Culture-jacking is fast, but culture-creating is lasting. We explore the fine line marketers walk between relevance and resonance, and what truly shapes culture.

We speak with Dulya Wijeratne, Key Accounts Lead at Cult Creative, about the fine line between riding cultural trends and starting new conversations. From hashtag campaigns to bold branding, we discuss what makes a campaign truly resonate, and why some win hearts and awards, like the Markies Hashtag Award, while others fade with the algorithm.

Produced by: Carol Wong

Presented by: Richard Bradbury

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Categories: markets, Corporates, culture, SME

Tags: culture jacking, brand voice, social media, digital marketing, virality, branding,

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