Weber Shandwick Launches Cultural Choreography
27 Jul 2025
Companies
The Weber Shandwick Collective (TWSC) has launched Cultural Choreography, a new system designed to help brands win in culture by making influencer marketing more intentional, integrated and earned-first. Rather than debating who owns influencer — PR, creative, paid or content teams — Cultural Choreography reframes the conversation around how brands can engage passion-based communities in ways that drive meaningful impact.
Built to meet the demands of a modern media landscape, the system blends advanced and predictive analytics, platform fluency, influencer expertise, and integrated paid strategy. At its core is the belief that brands must have a clear cultural role to earn their way into real-world conversations and communities.
Backed by proprietary tools from Weber I/O and housed within Interpublic’s Interact platform, the system uses AI-powered infrastructure to help teams scale performance, streamline workflows and enable repeatable processes with continuous learning from influencer interactions, campaigns and results.
With research showing earned media can increase the effectiveness of paid and owned investments by over 200%, Cultural Choreography is designed to help brands break out of siloed structures and build influencer strategies that are measurable, culturally relevant and built to last.
Read more in Adweek from Joy Farber Kolo, Chief Impact Officer at The Weber Shandwick Collective.
