Culture Next is one of Spotify Advertising’s most significant pieces of thought-leadership research. It has been released annually since 2019. The campaign features touch points that reach everyone in the advertising industry: from paid media and PR to reach as many relevant prospects as possible, all the way through to activations on our own platforms and channels to reach existing clients. Over the last two years the report has been a huge success for the business, driving a large number of leads and influencing significant pipeline and bookings, as well as reinforcing the brand’s value proposition more broadly while enabling consultative sales conversations.
My Role: Responsible for creative production, media strategy, owned and social media strategy, and agency management.
Cross-functional Partners: Enterprise Marketing, Content & Editorial, Communications & PR, Data/Research, Product, CRM, Sales, Legal/Licensing, Brand & Creative.
Objective: To position Spotify Advertising at the center of culture, show the power of our streaming intelligence, and drive sales opportunities and bookings.
How is Culture Next Useful to Advertisers & Creators?
The report features actionable takeaways to help brands reach Gen Zs and millennials on Spotify—whether that’s through a direct relationship with a seller, and, depending on the market, through programmatic buying channels or on Ad Studio. As such, Culture Next is more than a piece of brand marketing for Spotify—it’s a useful guide for clients, and an excellent way to start consultative conversations about our platform and central place in culture. We provided packages and thought starters in various formats so that the report is just the starting point for deeper, tailored partnerships with advertisers & creators looking to monetize on Spotify.
Reports: Culture Next 2021, Culture Next 2020, Culture Next 2019