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Marcus Thomas Partner / Senior Vice President, Social Media, Amber Zent  was interviewed recently by AdForum's India Fizer, discussing how brands "earn their place in culture, build credibility over time, and connect meaningfully with audiences in the spaces that matter most." Below is an excerpt of the interview September 30, 2025 interview.

Brands are expected to play an active role in culture today — not just advertise but participate. How are you seeing clients respond to that shift, and what role does your agency play in helping them navigate it?

More clients are realizing that participation in culture can’t be forced, but rather has to be earned. As an agency, our role is to help identify where they have permission to play and how their presence can add real value to the moment. It’s tempting for brands today to jump into every buzzy trend for visibility, but when it doesn’t align with who they are, audiences can feel it instantly. We help brands find their right way in – whether that’s a fresh spin on a trend through their brand lens, an interesting collab that connects them to the moment, or a creative social activation that sparks genuine conversation rather than just impressions.

 How do you evaluate whether a cultural trend or fandom is a smart branding opportunity?

We look for that sweet spot where the cultural moment and the brand meet. A trend might be everywhere, but if it doesn’t make sense for the brand, then it’s not worth pursuing. We start by asking, “Does the brand have a place in this moment or does it feel outside its lane?” And if there’s a fit, can the brand offer something meaningful and of value to its audience? For our client Krylon®, we help them show up in culture through color – tapping into buzzy moments and reimagining them through a creative, DIY lens. Whether it’s a new album drop or a trending show, Krylon finds the shade (and the story) that connects, turning cultural moments into colorful, hands-on inspiration.

What strategies do you employ to ensure a campaign doesn't just capitalize on a moment, but creates lasting cultural relevance for the brand?

Lasting cultural relevance isn’t just about chasing the next trend – it’s about building credibility and connection over time. At Marcus Thomas, we help brands define what they stand for and express that in ways that feel current and true to who they are. Each activation shouldn’t be about simply garnering quick engagement, but rather geared toward moving the bigger brand story forward. Through consistent storytelling, smart creator and influencer partnerships, and having a strong pulse on culture, we help brands show up in the moments that matter so that their message still connects even when the buzz dies down.

For Krylon, that’s meant using cultural moments as a consistent yet flexible framework to tell a larger story about the power of color and creativity. By continually finding fresh ways to apply that formula, we’ve helped the brand stay connected to culture in ways that feel both relevant and unmistakably Krylon.

As consumer behavior evolves and digital spaces become more fragmented, how do you see the role of niche subcultures or micro-influencers shaping brand narratives compared to traditional celebrity endorsements?

The influence that shapes culture online often begins in tightly knit micro-communities – they’re the ones defining what’s cool long before it becomes mainstream. They offer a real-time look at what audiences care about and where culture is headed. Big celebrity partnerships still deliver reach, but micro-influencers bring a level of credibility and cultural relevance you simply can’t get elsewhere. For many brands, the magic happens when the two come together – using smaller voices to build authenticity and conversation, and amplifying it through larger talent. This approach helps brands build relevance from the ground up, starting with smaller communities and expanding naturally to wider audiences.