Rawcut Focuses on Cultural Marketing Rather Than Reach
The Zurich-based creative agency Rawcut is refining its positioning and consistently focusing on cultural marketing. Cultural relevance is intended to make brands effective in the long term—not just make a splash in the short term.
Rawcut Cultural Marketing: Relevance Over Reach
The Zurich-based creative agency Rawcut has realigned its positioning and will now focus exclusively on Rawcut Cultural Marketing. The agency is responding to a market that, according to its own statements, has undergone fundamental changes: Reach alone is no longer enough—brands must become culturally relevant. Under the guiding principle «We do culture,» Rawcut brings together its philosophy, methodology, and approach.
«Marketing has a relevance problem. Brands can communicate constantly these days, and yet so much of what they say remains interchangeable. For us, cultural marketing means that brands understand how people live, what they talk about, and what credible role a brand can play in this world,» says Vanessa Menegola, Managing Director of Operations at Rawcut.
Take communities seriously—don't just use them for your own purposes
According to Rawcut, the focus on cultural marketing is no coincidence. Communities are becoming increasingly important, yet many brands lack genuine access to these spaces. Rather than simply advertising to scenes and target audiences without truly being a part of them, Rawcut aims to bridge this gap. The agency’s teams are expected to actively engage with the scenes that many brands want to reach: music, fashion, sports, gaming, and pop culture.
«Many campaigns today are like a brief spike. They make a splash for three weeks and are then completely forgotten. We’re interested in work that connects with culture and has a lasting impact. Cultural marketing doesn’t mean copying codes or slapping a logo on an event. It’s about taking communities seriously, making a genuine contribution, and developing formats that build relevance,» says Sabrina Livia Weber, Managing Director of Business Development at Rawcut.
Long-Term Formats with Cultural Impact
Rawcut sees itself as a sparring partner for brands that want to make their mark in the cultural sphere. The agency focuses on long-term formats, cultural intelligence, and direct collaboration with communities. «Today, relevance isn’t created in a playbook. It emerges where people help shape culture. That’s where we want to make our mark alongside our clients,» adds Sabrina Livia Weber.
With this repositioning, Rawcut is also pursuing clear growth goals. According to the agency, it plans to expand its strategic capabilities, forge new cultural partnerships, and develop recurring platforms and formats with cultural impact.
More about Rawcut and the cultural marketing approach: https://rawcut.ch
Responsible at Rawcut: Vanessa Menegola, Managing Director of Operations; Sabrina Livia Weber, Managing Director of Business Development.
