JOURNAL ARTICLE

Marketing at the Speed of Culture.

  • Published In: Harvard Business Review, 2026, v. 104, n. 1. P. 96 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Israeli, Ayelet; Schlesinger, Leonard A.; Higgins, Matt; Reynolds, Ryan 3 of 3

Abstract

The article focuses on fastvertising, a marketing strategy that emphasizes rapid-response, culturally relevant advertising to engage audiences in real time. It highlights how brands like Oreo, Aviation Gin, IKEA, and KFC have successfully used fastvertising to generate significant earned media and emotional connection by quickly participating in cultural moments with humor, humility, and humanity. Key principles for success include speed, relevance over production polish, organizational agility, and careful tone management to avoid missteps. The integration of generative AI tools accelerates content creation but does not replace the essential human judgment needed to navigate cultural sensitivity and emotional nuance. Fastvertising represents a strategic shift from traditional slow advertising cycles to dynamic, participatory brand communication in today's fast-paced media environment.

Additional Information

  • Source:Harvard Business Review. 2026/01, Vol. 104, Issue 1, p96
  • Document Type:Article
  • Subject Area:Biography
  • Publication Date:2026
  • ISSN:0017-8012
  • Accession Number:189870417
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