(MENAFN- PRovoke) NEW YORK - Ogilvy has launched a social-first earned media offering designed to help brands respond to cultural moments as they emerge.

The firm said the new offering, called CultureCurrent, uses real-time cultural signals and AI tools to identify opportunities for brands to join news and conversations. CultureCurrent brings together Ogilvy's PR, social and influence teams to determine when a moment is meaningful and how a brand should engage.

The offering is built around a four-step process including signal (spotting cultural signals), sense (separating trends from fleeting moments), spark (identifying where a brand can credibly join the conversation) and scale (amplifying that story across platforms).

After that, the offering uses analytics, AI tools and collaboration across Ogilvy's PR, social and influence teams to determine whether a moment is worth acting on and how a brand should participate in real time, rather than through preset editorial plans.

Julianna Richter, global CEO of Ogilvy PR, social & influence, said the offering is in response to the shift toward social platforms being used as primary news sources, which has changed the way brands need to show up.

“It's no longer enough for brands to simply keep up with what people are doing - they need to be on time with cultural phenomena and participate in topical conversations in a way that is authentic, visible, and value-adding,” she said.

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