CALIBRATION MODEL
In 2000, Liz Castells-Heard created the Transculturation™ model to shift from broad-brush mass marketing to business-driven audience intelligence—because consumers are not silos. It embeds cultural fluency across the organization to calibrate where, how and when culture drives behavior and maximizes growth.
Effective campaigns operate at three levels at once: universal drivers shared by all, transcultural ideas connecting some groups, and unique approaches rooted in specific cultural realities and needs.
Inform
We deconstruct cultural behaviors, signals, and category dynamics to reveal why, how, when, and where culture informs decisions and influences demand.
Infuse
We identify universal, transcultural, and unique growth drivers to infuse into strategies across planning, marketing, creative, media, ops, experience, and innovation.
Ignite
We activate culturally fluent brand and performance ideas across the marketing 5Ps—turning insight into plans and programs that ignite momentum, KPIs, and growth.
