I recently had the opportunity to sit down with my mate and old colleague Jed Hallam, the former Global Head of Strategy at Snapchat and now the driving force behind Culture Lab, a new venture that’s set to change how brands understand and engage with culture.
This conversation was especially meaningful for me because I’ve known Jed for many years—since giving him his first job in marketing and working closely with him for two years – I don’t know who was more tiring. Watching Jed’s journey from a fresh-faced graduate to a leading strategist has been nothing short of inspiring but I did know he was destined for big things.
From Agencies to Snapchat: A Career Defined by Strategy and Innovation
Jed’s career is nothing short of remarkable. Before joining Snapchat, he honed his skills at some of the world’s leading agencies, including VCCP, Mindshare, and Initiative. Each role saw him taking on increasingly strategic responsibilities, from digitising entire planning departments to helping rebuild agency brands. However, it was his time at Snapchat that truly set the stage for his next big move.
The Snapchat Experience: Creativity Meets Technology
At Snapchat, Jed was initially brought on as the Head of Comms Planning for EMEA—a role without a clear job spec (which he loves) but one that perfectly suited his knack for problem-solving. Snapchat, known for its creativity and innovation, provided the ideal environment for Jed to explore new ways of integrating technology with brand strategy. His work there led to the creation of Arcadia, Snapchat’s equivalent of Google Labs, focused entirely on developing cutting-edge AR experiences for major brands like Coca-Cola, Disney, and Nike.
The Power of Culture in Brand Building
Jed’s journey from Snapchat to launching Culture Lab wasn’t just a career move; it was a natural progression of his long-standing obsession with culture, community, and creativity. As he pointed out during our chat, the most iconic and successful brands are those that understand culture deeply and become an intrinsic part of it. Whether it’s Nike’s alignment with athleticism and empowerment or Red Bull’s deep ties to extreme sports and adventure, these brands don’t just market products—they connect with people on a cultural level.
Moving Beyond Demographics: A New Approach to Marketing
This understanding of culture goes beyond demographics. Traditional marketing often relies heavily on demographic data, pigeonholing people into broad categories based on age, income, and location. But as Jed put it, this approach is akin to “throwing spaghetti at the wall and hoping something sticks.” Real cultural engagement requires a much more nuanced approach—one that recognises the complexities and fluidity of modern identity.
Enter Culture Lab: Quantifying the Unquantifiable
Culture Lab is Jed’s answer to the challenge of understanding and leveraging culture in a way that is both meaningful and measurable. The company aims to map, quantify, and analyse popular culture to help brands navigate the often-murky waters of cultural relevance. By doing so, Culture Lab seeks to provide brands with the tools they need to create more resonant and impactful campaigns.
A Vision for the Future of Marketing
Jed’s vision for Culture Lab is ambitious, although I expect nothing less. He wants to move away from the outdated notion that brands should target broad demographic groups and instead focus on cultural insights that can drive real connection. As he explained, “The world is literally filled with advertising, and a lot of it is rubbish.” Culture Lab’s mission is to cut through that noise by helping brands create content that genuinely resonates with their audience.
Why Culture Matters Now More Than Ever
In today’s fast-paced digital landscape, where consumers are bombarded with thousands of ads daily, cultural relevance is more important than ever. Brands that fail to engage with culture risk becoming irrelevant or, worse, alienating their audience. Jed’s work with Culture Lab is a timely reminder that, in the end, it’s not just about selling products—it’s about building relationships.
A Journey Rooted in Passion
Having known Jed since the very start of his career, I can say with confidence that his passion for culture, community, and creativity has always been a driving force behind his success along with his extensive swearing. As he embarks on this new venture, it’s clear that his deep understanding of culture will continue to shape the future of marketing. For marketers and brands looking to stay ahead of the curve, embracing culture is no longer optional; it’s essential. And with leaders like Jed at the forefront, the future of marketing looks more culturally connected than ever before.
If you’re interested in learning more about Culture Lab or exploring how your brand can better connect with culture, you can find out more at Culture Lab’s website.
Chris Norton is the founder of Prohibition and an award winning communications consultant with more than twenty years’ experience. He was a lecturer at Leeds Beckett University and has had a varied PR career having worked both in-house and in a number of large consultancies. He is an Integrated PR and social media blogger and writes on a wide variety of blogs across a huge amount of topics from digital marketing, social media marketing right through to technology and crisis management.
