CULTURAL OPPORTUNITY AGENCY
WE PUT BRANDS INTO CULTURE.
We find the cultural opportunities brands should act on — then turn them into campaigns, creator partnerships, collaborations and experiences.
THE PROBLEM
EVERYONE CAN SEE WHAT’S HAPPENING. FEWER KNOW WHERE TO ENTER.
Brands have more data, trends, content and AI-generated ideas than ever.
The scarce thing isn’t knowing what’s happening.
It’s knowing what’s worth acting on.
THE GOODWIN FILTER
SIGNAL × PERMISSION × ACTION
WHAT’S HAPPENING IN CULTURE?
DOES THE BRAND HAVE A CREDIBLE RIGHT TO PARTICIPATE?
WHAT CAN THE BRAND ACTUALLY DO THAT ADDS SOMETHING?
IF ONE IS MISSING, DON’T DO IT.
WE FIND THE OPENING.
CULTURAL TENSIONS.
EMERGING BEHAVIOURS.
COMMUNITIES.
UNEXPECTED PARTNERS.
MOMENTS.
WHITE SPACE.
NOT A TREND REPORT.
A SHORTLIST OF PLACES YOUR BRAND CAN ACTUALLY OWN.
THEN WE MAKE THE OPENING REAL.
CAMPAIGNS
CREATOR PARTNERSHIPS
EXPERIENCES
PARTNERSHIPS
PRODUCTS
STUNTS
We start with the opportunity, not a predetermined channel.
THE OUTPUT FOLLOWS THE OPPORTUNITY. NOT THE OTHER WAY AROUND.
WAYS IN.
01
FIND THE OPENINGS.
02
BUILD THE TERRITORY.
03
PUT IT INTO CULTURE.
EXPERIENCE BEHIND GOODWIN
L’ORÉAL LUXE
RENAULT
MDLBEAST
MERCEDES-BENZ
Founded by Rob Goodwin after 15 years working across brand and agency roles internationally. The names above reflect the founder’s previous professional experience.