Industry veteran Chris Wade is joining experiential, digital, and creative agency Motive as director of cultural innovation and strategy. In this newly created role, he will oversee “cultural fluency” on a myriad of clients including Mountain Dew. His responsibilities include concepting and implementing the agency’s approach to reaching young, multicultural consumers in ads, on social media, and during event activations.
He reports to Krista Nicholson, EVP, strategy and operations, at the Denver-based agency.
Wade has more than a decade of experience in marketing and strategic planning having worked at companies including Universal Music Group, Alloy Media + Marketing, and Octagon. His unique experience will enable clients of the 15-year-old agency – part of the independent Project network – to better target diverse consumers. Wade said that when approached by Motive, the job was so tailored to his skills he felt like he penned the job description himself.
“You see commercials all the time where you think, ‘there’s just something off about this, that’s not how people act,'" said Wade. "The problem is that marketers often rely on their perception of how they think people are, instead of trying to understand how they actually are. Being culturally relevant, especially today, means keeping yourself abreast of how people interact with each other through food, fashion, music, sports, art, everything.”