I help brands understand culture
so they can shape it, not chase it.

I’m Lindsay Orosco

A cultural strategist who helps brands decode the signals shaping what audiences watch, buy, share, and believe.

For 15+ years I’ve worked at the intersection of culture, entertainment, and brand strategy - most recently as VP of Cultural Strategy at NBCUniversal where I founded Co-Lab, a cultural consultancy designed to help advertisers think more like entertainers.

Now I bring that same strategic rigor and cultural fluency to clients directly.

My Approach

I believe the brands that win are the ones that understand culture BEFORE it's obvious.

That means spotting micro-trends before they hit trade publications, identifying emotional drivers beneath demographic data, and translating complexity into actionable frameworks.

I don't just report on culture. I decode it, translate it, and turn it into competitive advantages

My professional foundation

  • Vice President, Cultural Strategy

    Founded Co-Lab, serving 32 global brands and influencing $68M+ in client investment. Created frameworks (New-stalgia, Localism & Fandom) shaping industry conversations. Delivered 20+ keynotes to 12,000+ marketers globally.

  • Director, Communications Strategy

    Established Communications Strategy function in NY, integrating media strategies into agency structure. Led comms strategy for Samsung, contributing to 15%YOY growth.

  • Associate Director, Connections Strategy

    Led global comms strategy for Samsung mobile launches (30M+ units sold). Designed media activation strategies for major CPG brands.

  • Ogilvy, Grey in foundational media planning roles

  • B.A., History of Art, UC Berkeley
    4A's Institute of Advanced Advertising Studies

    R/GA Employee of the Year (2017)
    Featured in The Drum (2021)
    Presented to 12,000+ marketers globally

What I’ve Built

Throughout my career, I’ve created:

  • Co-Lab, NBCUniversal’s cultural consultancy

  • Global thought-leadership frameworks including Newstalgia, Localism & Fandom, From Comment to Content, and The Storytelling Issue

  • Cultural personas, audience architectures, and emotional journey models for brands across industries

  • High-impact insights presented to 1,200+ global marketers and featured in major industry press

  • Strategic and storytelling systems adopted by cross-functional brand, creative, and media teams

These aren’t just projects, they’re tools that help organizations think differently

Let’s work together

I specialize in making sense of culture and helping brands use that understanding to create work that resonates, endures, and moves people. If you’re building what’s next, I’d love to be part of it.

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