Vanella Jackson   Hall & Partners   Global CEO

Vanella Jackson
Hall & Partners
Global CEO

It’s important for every brand to make a unique emotional connection with those they are targeting. Increasingly, this no longer needs to be limited to the emotional benefits of the product or service alone.

Today people expect more. They expect brands to stand for something beyond their own interests, to contribute and do good in the world. Whilst this is evidently true for Millennials, it also applies to others who feel that brands have become self-serving and can no longer be trusted.

It’s never been more important for a brand to show that it really understands its customers – to demonstrate what it values and why it believes it’s different from others.

At Hall & Partners we’ve always been students of culture and appreciate how culture impacts the relationship people have with brands. We help clients fine-tune their strategies to reflect people’s different cultural needs and habits.

Increasingly, there’s an opportunity for what we call ‘culture brands’: brands that take a stance, aiming to challenge and shape culture, rather than simply reflect it.

Whether it be confronting stereotyped attitudes towards women or championing workers’ rights, culture brands think big. They demand a different societal approach. Culture brands create a rallying call and use social power to drive cultural and social change. This is the new role for brands, a role that’s important and gaining momentum.

We’re working with many clients who are embracing this new role for brands, helping them champion a cause and find cultural resonance.

Our Culture campaign reflects on the importance of shifting cultural needs and habits and, we hope, provides inspiration for creating more culture brands.

We hope you find it stimulating and thought provoking.


Hall & Partners is a global brand consulting agency specialising in brand engagement and communications research.

Using a combination of quantitative and qualitative measures, along with advanced marketing analytics, we help brands understand people and build relationships that matter.

Hall & Partners is a part of Diversified Agency Services (DAS), a division of Omnicom Group Inc.