For the Culture by Marcus Collins

FORTHCOMING TITLES

FOR THE CULTURE How to Catalyse Collective Behavior and Inspire People to Move MARCUS COLLINS

An award-winning marketer for the likes of Beyoncé, Budweiser, and the Brooklyn Nets argues that true cultural engagement is the most powerful vehicle for influencing behaviour at scale.

We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest, a bundle of nerves asking your crush on a date, a coach trying to get the most out of your players, or a teacher trying to encourage your students. In FOR THE CULTURE, Marcus Collins shares cultural insights for everyone, no matter your background – not only to teach you what he’s learned, but also to empower you with the ability to inspire collective behavioural change.

Collins starts with a simple observation: to effectively engage with any community, we first need to think hard about what we will contribute to that community. Cultural influence is impossible without cultural participation. In FOR THE CULTURE he begins by unpacking the origins of culture and its core relationship to identity, before diving into the specifics of how we leverage the power of culture and what happens when cultural connection goes wrong.

The past year has forced us to completely rethink how we engage with people – in business, in education, in politics, in our societies, and in everyday conversation. Despite our barriers to connection, how can we still convince people to share our vision? With a deep perspective based on a century’s worth of data, and designed for our hyper-connected, light-speed world, FOR THE CULTURE tackles this question head-on. But it does more than that: it reminds readers of the power of cultural community. In the midst of social distancing, videoconferences, stay-at-home orders, and travel restrictions, we desperately need to restore that sense of community in our personal and professional lives, before we lose it altogether.

MARCUS COLLINS is an award-winning marketer and cultural translator. He is a marketing professor at the Ross School of Business, University of Michigan, recipient of Advertising Age’s 40 Under 40 award and Crain’s Business 40 Under 40 award, and a recent inductee to the American Advertising Federation’s Hall of Achievement. Before serving as Chief Consumer Connections Officer at Doner Advertising, Collins led Social Engagement at Steve Stoute’s New York-based advertising agency, Translation. His strategies and creative contributions have led to the success of Budweiser’s ‘Made In America’ music festival, the launch of Bud Light Platinum, and the Brooklyn Nets’ ‘Hello Brooklyn!’ and State Farm’s ‘Cliff Paul’ campaigns – among others. Prior to his advertising tenure, Collins worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyoncé.

Agent: Jeff Shreve

Publisher: Public Affairs Delivery: May 2022 Publication: Spring 2023 Status: Proposal and sample chapter Length: 65,000–75,000 words

All rights available excluding World English Language (Public Affairs)