Ogilvy introduces latest addition to earned-first services

Ogilvy has announced the launch of CultureCurrent, a social-first earned media offering powered by WPP Open's proprietary AI technology and supported by Ogilvy's PR, influence, and social experts to drive creative strategy and execution.

CultureCurrent is part of the earned-first services from Ogilvy’s integrated PR, Social & Influence capability, which includes Influence Shield, Business (B2B) Influence, Employee Influence, and Health Influence. It is designed to help brands understand what the media is looking for in their social content and how this earned content is created and delivered to stop consumer scroll.

Commenting on the news, Julianna Richter, Global CEO, Ogilvy PR, Social & Influence, remarked: “Cultural relevance is essential to brand success. The stakes are even higher and more complex in an era where the media environment is hyper-fragmented, social media and FYP influence plays a dominant role in each of our lives, and AI is fundamentally changing the journey from discoverability to consideration for consumers.

"It’s no longer enough for brands to simply keep up with what people are doing - they need to be on time with cultural phenomena and participate in topical conversations in a way that is authentic, visible, and value-adding. With CultureCurrent, we're not just observing culture we're actively shaping it with our clients - and fostering deeper connections and credibility in the process.”