Meltwater has launched a new brand campaign, ‘Intelligence is Always in Style’, starring award-winning actress Kim Cattrall. The campaign takes a playful look at the needs of modern communications and marketing teams, and what it takes to stay ahead in today’s fast-moving media landscape.
Developed by Meltwater’s in-house marketing team, the campaign films were directed by creative director Drue Bisley and production agency DEAD Films.
Set in New York City, the cinematic, short-film series stars Cattrall as the ultimate executive—always in-the-know and one step ahead. Moving between the energy of the city and the confidence of the office, she navigates real challenges facing modern teams, from tracking brand conversations across channels, to managing reputation across LLMs, identifying emerging trends and spotting issues before they become a crisis.
What’s her secret? Meltwater.
Meltwater’s unified platform gives her the intelligence she needs to stay competitive. Where PR and Comms teams once spent hours manually reading, tracking, and compiling reports, Meltwater’s AI-powered platform now does it in minutes — giving leaders more time to act on intelligence instead of hunting for it. Meltwater’s unrivalled global data coverage, advanced AI workflows, and executive-ready reporting mean leaders spend less time guessing and more time acting with confidence.
Marking Meltwater’s 25th anniversary of innovation in the media intelligence industry with a nostalgic nod to glossy magazine spreads and print newspapers, the campaign captures the industry’s evolution to an always-on news cycle shaped by social media, creators, and AI. Trends come and go, but staying informed and acting on intelligence never goes out of style, even as channels and tools keep evolving.
“I’ve had a front row seat to the PR industry for many years, as it has evolved from print media and phone calls to something that moves in real time, everywhere, all at once. That’s the shift this campaign is about, and why I was excited to work with the Meltwater team to bring this character to life,” said Kim Cattrall.
The campaign is rolling out in Australia as part of its global launch, running across social (LinkedIn, YouTube, Meta), online video and digital out-of-home from 13 October.
David Hickey, executive director APAC at Meltwater, said: “Australian PR, Comms and Marketing teams are under more pressure than ever to make sense of a media landscape that never switches off, from traditional coverage to social commentary to how brands are being represented across AI platforms.
“This campaign speaks to something we see every day with our customers here – intelligence has to be unified and acted on in minutes, not hunted for across disconnected tools. As we celebrate 25 years of Meltwater, we’re proud to have helped Australian brands grow more sophisticated in how they manage reputation and relevance.”
Jenny Force, VP of marketing at Meltwater, added: “Few people carry as much cultural authority around influence and image as Kim Cattrall. Her iconic roles taught a generation about reputation and relevance, and with this campaign, she is stepping into the role of executive and driving impact in those areas in the age of AI.”
“It’s such an exciting time for PR, Communications and Marketing leaders, and we wanted to celebrate their status with a confident and trailblazing character. Cattrall embodies those characteristics perfectly.”
