Selected Mandates
Netflix — Turkiye
Recalibrating originals strategy in a major scripted content export ecosystem.
Global commissioning assumptions did not fully align with market narrative expectations. Through Cultural Intelligence, subsequent decision criteria were reframed to better reflect local narrative logic and reduce further content-investment risk.
Unilever — China
Aligning sensory positioning within a culturally distinct beauty market.
Strategic differentiation depended not only on product innovation but on how sensory concepts were interpreted within local meaning systems. Cultural Intelligence helped align positioning with culturally grounded expectations, strengthening product-market relevance and long-term strategic coherence.
Starbucks — MENA
Embedding global brand coherence within evolving regional coffee culture.
Imported category assumptions risked misreading how ritual, space and community functioned within regional consumption systems. Cultural Intelligence helped recalibrate positioning around local social practices while preserving broader brand coherence.
Representative engagements. Details shared selectively.