His deep understanding of brand strategy and consumer behavior has helped him bridge the academic-practitioner gap for blue-chip brands and startups alike.

Collins's insights on the role of culture as the kindling to the brushfire of public opinion are absolutely powerful and necessary. Once the traditional STP tool has helped marketeer identify target congregation focus is to create communication that resonates with identified congregation or tribe.The book’s greatest contribution, however, lies in its focus on contemporary social issues and present-day rap music culture.

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Mixing travel, in-depth interviews and abbreviated history lessons, For the Culture will bring the conversations that have been taking place in the margins, and centre them in an insightful and entertaining way. Prior to his advertising tenure, Marcus worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyoncé.