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Masterclass on Culture & Purpose
Culture & Purpose as a Strategic Force
Culture is not a trend to follow—it is the system that determines what people believe, value, and act on. In this Masterclass, Marcus Collins reframes culture as a leadership and strategic discipline, offering practical frameworks to help organizations shape behavior, inspire action, and build brands that stand for something bigger than the category they compete in.
ABOUT Marcus Collins
As the Chief Strategy Officer at Wieden+Kennedy New York, and a marketing Professor at the Ross School of Business, University of Michigan, Marcus Collins bridges the academic-practitioner gap for blue-chip brands and startups alike. His acclaimed book For The Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be examines the influence of culture on consumption and unpacks how everyone from marketers to activists can leverage culture to get people to take action. He is a recipient of Advertising Age’s 40 Under 40 award, and a recent inductee into the American Advertising Federation’s Advertising Hall of Achievement. In addition, he led iTunes + Nike sports music initiatives at Apple, the McDonald’s cultural resurgence and Google’s “Real Tone” technology launch, plus he served as Head of Digital Strategy for Beyoncé.
WHAT YOU’LL LEARN
- Understand how purpose functions as a strategic force—shaping culture, aligning leadership decisions, and enabling brands to create lasting meaning and relevance beyond products or campaigns
- Learn how to lead culture intentionally to influence behavior, align teams, and scale meaning across the organization
- Develop the ability to evaluate cultural opportunities and risks—making better strategic choices that support focus, relevance, and sustainable business growth
“We consume not because of what things are, but rather because of who we are.”
– Marcus Collins
Structure and format
Full Access
Access to each of the sessions via our virtual event platform
Interactive Q&A
At the end of the session, there will be a question-and-answer segment.
Certificate Of Attendance
Signed by Marcus Collins and WOBI
On-demand Recordings
Access the recordings of each session for 30 days in our website platform
Executive Summary
Written overview of key learnings from each session
Simultaneous Interpretation
Listen to content in English or with interpretation into Spanish and Italian
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