CULTURAL INTELLIGENCE
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At Foxglove, creativity is powered by cultural intelligence. We believe the best ideas don’t come from the top down but from within culture itself, from the lived experiences, movements, and communities that shape how people see the world. Our process begins with immersion: being present in the spaces where culture happens, whether that’s a grassroots football club, a brands studio, or a late-night music set.
Cultural intelligence is not a static report or a buzzword. It’s an ongoing practice, researching, listening, and connecting with people on their own terms. We draw on lived cultural experience and combine it with new tools, including AI-driven research, mapping, and signal detection. By blending human insight with machine intelligence, we’re able to identify cultural shifts earlier, uncover hidden connections, and interpret patterns with more precision.
This dual approach, human intuition and technological augmentation, ensures our work carries depth, resonance, and credibility. Every campaign, film, or piece of content we create is informed by context and lived reality, but strengthened by the intelligence of advanced research methods. By embedding cultural intelligence into every stage, from insight to execution, we help brands move beyond surface-level storytelling to create work that is both authentic and future-ready.
We combine lived cultural experience with advanced tools to sharpen our perspective. AI helps us scan culture at scale, map emerging conversations, and spot early signals of change. Our team then interprets these findings through a human lens, turning data into meaning, and meaning into stories that matter.
Our Practice
Scanning
Scanning is a key element of our cultural intelligence practice, a method of continuously observing communities, conversations, and creative signals to stay ahead of change. By connecting patterns across sport, lifestyle, and culture, we provide partners with the foresight to anticipate shifts, identify opportunities early, and act with clarity in a fast-moving landscape. For clients, brands, and agencies, Scanning delivers a clear advantage: it reveals emerging cultural shifts before they reach the mainstream, ensures campaigns and strategies remain relevant to real people, reduces risk by minimising blind spots, and uncovers opportunities that translate directly into creative, commercial, and strategic growth. In practice, Scanning allows our partners to move first rather than follow, giving them the cultural awareness and confidence to build work with lasting resonance.
What We Offer
Positive Salience
Salience sits at the heart of our cultural intelligence practice, it’s how we measure not only visibility, but meaningful relevance. It’s the degree to which a brand, story, or idea naturally comes to mind in the right cultural moments, for the right reasons.
Through our work, we help partners build positive salience: becoming present in people’s worlds through ideas, imagery, and experiences that resonate authentically rather than interrupt artificially. By tracking how and where brands show up across culture, from digital conversations to real-world behaviour, we identify the associations that strengthen connection and the signals that dilute it.
For our clients, Salience is a tool for precision. It clarifies what the brand stands for in culture, sharpens creative direction, and ensures every expression reinforces the same emotional and cultural truth.
In practice, building Salience means designing visibility with purpose, so a brand is not only remembered, but remembered for the right things. It’s how we turn awareness into resonance, and resonance into enduring cultural equity.
AI as a Cultural Tool
We see AI not as a replacement for creativity, but as a powerful amplifier of cultural intelligence. At Foxglove, we use AI to support our research and insight practice, scanning vast amounts of data, mapping conversations, and identifying early cultural signals that might otherwise go unnoticed.
By combining these machine-driven insights with our own cultural immersion and human interpretation, we uncover deeper patterns and connections. This allows us to anticipate shifts, validate instincts, and advise clients with greater precision. Importantly, we apply AI responsibly, treating it as a tool that sharpens human creativity rather than dilutes it.
The result: insights that are faster, richer, and more actionable, ensuring every campaign is not only authentic to the present but also aligned with where culture is heading.
