CULTURE OPS

A SPECIALIZED TEAM BUILT TO HELP YOU REACH THE AUDIENCES YOU KEEP MISSING

WE HELP BRANDS MOVE FAST INTO NEW MARKETS, TEST CULTURAL RELEVANCE, AND CORRECT DISCONNECTS BEFORE THEY BECOME BUSINESS PROBLEMS.

YOUR NEXT GROWTH OPPORTUNITY
MAY BE YOUR CATEGORY’S BLIND SPOT

Growth is getting harder because brands keep targeting the same audiences while untapped opportunities go unnoticed. Most audience strategies repeat category assumptions instead of identifying underserved people competitors are ignoring. Culture Ops helps brands quickly identify, frame, and test new audience opportunities before making major investments.

HOW WE SEE WHAT OTHERS MISS

Our multicultural marketing background trained us to spot overlooked behaviors, tensions, and cultural signals others miss. That same lens helps us uncover growth opportunities across any category.

HOW WE BUILD THE CASE BEFORE YOU MAKE A BIG BET

We combine cultural signals, audience audits, competitive scans, and market indicators to identify credible audience opportunities worth testing. For brands ready to validate in-market, we create fast, lower-risk field tests that cost far less than traditional research.

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Joel Arzu, Martin Serra & Felipe Diaz-Arango are the team behind Culture Ops.

MISSION PACKAGES FOR BRANDS THAT CAN’T AFFORD SLOW.

RECON MISSIONS

Objective:
Assess your brand’s current approach and identify overlooked audience opportunities your brand could credibly explore.

Ideal For:
Brands with slowing or stagnated growth wondering if they’re thinking about their audience in the right way.

You end up with:
A concise diagnostic brief assessing your current approach and suggesting directional overlooked growth audiences worth exploring.

What’s included:
• Assessment of current creative and the audiences it appears built to attract, neglect, or unintentionally exclude.
• 2-hour work session to explore your current approach.

OPTIONAL:
Exploring your CRM data with our syndicated tools to get a better understanding of your current customers vs. non-customers (additional investment).

Timeline:
24-48 hours
Investment:
$3.5k + Optional CRM add-on
Objective:
Diagnose campaigns that may be in trouble before launch or already in-market.

Ideal For:
Campaigns far along in development but the team is uneasy because the audience logic feels thin, generic, or wrong.

You end up with:
A written diagnostic of likely audience misread risks, strategic weak spots, and recommended fixes.

What’s included:
• Guided discussion with our diagnostic checklist and to gather more context.
• Audit of your current campaign materials.

Timeline:
24-48 hours

Investment:
$3k

“Our growth has stalled and we’re not sure why” - VP of Consumer MarketinG

Audience Blind-Spot Diagnostic

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“Our campaign IS not landing, and we don’t have time to start over” - VP of Integrated MarketinG

Campaign Risk Scan

QUICK STRIKES

Objective:
Stabilize and strengthen campaigns that are underperforming pre-launch or early in market.

Ideal For:
Campaigns already in market or close to launch that aren’t landing as expected, but timelines, budgets, or operational realities make a full restart impossible.
You end up with:
• Messaging, positioning, and execution refinements designed to improve relevance and performance quickly.
• Relaunch or course-correction guidance, if needed.

What’s included:
• Rapid audience, category, and campaign reconnaissance.
• Strategic creative reframing and message recalibration.
• Execution adaptation recommendations and optimization guidance.
• Fast-turn senior-level creative and cultural consultation.

Timeline:
48-72 hours

Investment:
$25k
Objective
Quickly identify a promising overlooked audience hypothesis and turn it into a campaign direction ready for low-cost validation.

Ideal For:
Brands looking for a new, non-obvious audience segment that can reinvigorate their growth
You end up with:
An audience profile that includes essential needs, pain points, and what makes them a good fit for your brand
An initial creative playbook for connecting your brand to the audience, including guidance for integrating it into your current briefs and planning/creative processes
1-3 test-ready creative concepts and prototype executions
Initial media assessment with top recommended channels to explore for testing

What’s included:
• Audit of your current audience(s) and approach
• Ideation of possible best-fit audiences
• Candidate audience reconnaissance and viability pre-check
• Competitive category audit to identify overused audiences, messages, and white-space opportunities
• Midpoint alignment session with audience recommendations
• Creative ideation and development

Timeline:
10 days

Investment:
$25K

“We’ve got an existing campaign we’re nervous about” - Executive Creative Director, Global Agency

Emergency Campaign Response

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“We know there’s an audience missing but we’re not sure how to reach them”- Head of Brand

10-Day Campaign Sprint

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SPECIAL DEPLOYMENTS

Objective:
Plug in as your dedicated growth audiences department while you build the internal capability to understand, test, and grow with new audiences.
Ideal For:
Teams building new audience capabilities but not ready to hire or staff a full internal function.

What’s included (customizable):
• Collaboration with research firms, ad agencies, and/or in-house teams as you flesh out your bigger bets
• Training internal stakeholders on your new growth audience(s)
• Ongoing counsel and concept feedback reviews

Timeline:
Monthly retainer
(Defined number of days per month with access to the full team)

Investment:
~$20k per month, scoped to your team’s needs
Objective: Equip internal teams to think and create with a multicultural mindset.
Ideal For:
Marketing, creative, and comms teams wanting to avoid cultural misfires.

What’s Included:
- Half-day or full-day cultural fluency workshop
- Real brief “war game” to test strategies in-market
- Follow-up Q&A session within 3-6 months after session
Timeline:
1 day

Investment:
$6K per day
CURRENTLY IN BETA

Objective:
Efficiently gather directional market evidence to decide whether a growth audience is worth deeper investment.

Ideal For:
Brands with a defined growth audience and a minimally-viable campaign concept that can be tested in-field.

You end up with:
• A performance report for how the test campaign performed against your KPIs + an assessment on whether the growth audience is worth further investment.
• Refined audience profile and creative playbook according to learnings

What’s included:
Test design, including recommended channels and media investment to gather a useful directional signal.

(Field testing depends on media budget, category, tracking setup, and client approval timelines. We define what the test can and cannot prove before launch.)
• Collaborating on placing the test in-field, whether through our media placement partners or in collaboration with yours.

Timeline:
2 weeks - 12 weeks, depending on project.

Investment:
$12K + media investment.