• by Steve McClellan  @mp_mcclellan, March 28, 2019

The Martin Agency, part of Interpublic, has established what it’s calling a cultural communications practice designed to help engineer cultural activations to help brands better connect with and motivate people.

The practice, housed within the agency’s creative department, is helmed by Jaclyn Ruelle, senior vice president, managing director, cultural impact and brand communications. She will oversee a new Cultural Impact Lab, where much of the practice’s work will be developed. 

Ruelle will work closely with Greg Fischer, senior vice president, head of communications and engagement strategy.

The practice will combine communications strategy, earned media and paid amplification to drive cultural expertise into the creative process, according to the agency.

“Our job is to make our clients’ brands as noticeable as possible,” said Martin Agency CEO Kristen Cavallo. “Buzz and earned media are necessities. Consumer indifference is at an all-time high, and activations and experiences are creative media multipliers.”

Ruelle joins from IPG sister agency MullenLowe, where she spent the last eight-plus years integrating cultural storytelling expertise into creative campaigns. She won Cannes Lions for American Greetings World’s Toughest Job and JetBlue FlyBabies. She has also worked across a variety of buzz-building brands, including Zappos, E*Trade and Feld Entertainment.

Ruelle is joined by Kate Spade alum Dominga Gardner and Britt Flippo, the agency’s former corporate communications lead.

“Research says consumers have the attention span of goldfish, but I’ve witnessed they will make time for things that entertain them,” said Ruelle. “The bar is higher today. Bringing the power of earned into the creative process is the sweet spot and will jolt consumers into action.”