In her first column for MAD//Insight Gousto's VP of Customer, Anna Greene, argues that marketers have much to learn from the 49-year-old polymath, who’s racked up 13 Grammys, conquered fashion, launched multiple businesses and produced some of the world’s most iconic beats

When it comes to blending music, culture, and brand-building, no one does it like Pharrell Williams. The 49-year-old polymath, who’s racked up 13 Grammys, conquered fashion, launched multiple businesses and produced some of the world’s most iconic beats, Pharrell has made it clear: he doesn’t just follow trends, he creates them.

What makes Pharrell such a powerful example for today’s marketing leaders? It’s a lifelong curiosity, fearless creativity, and an innate ability to stay culturally tuned-in to his audience. Here’s what us marketing folk can learn from the man who turned “Happy” into a global movement.

1. Lead with Curiosity

Pharrell isn’t confined by titles. He’s a Grammy-winning artist, the creative force behind The Neptunes, a fashion visionary now leading Louis Vuitton’s menswear, and an entrepreneur with his own skincare brand, Humanrace. Pharrell’s genius lies not just in his talent but in his relentless curiosity. As the marketing landscape evolves, leaders must adopt a similar mindset, mastering a broad range of disciplines where technology, AI, and cultural insight intertwine. 

2. Tell Your Brand’s Story in interesting ways 

Pharrell’s decision to tell his life story through the LEGO biopic Piece by Piece is both unconventional and brilliant (imo). By opting out of a traditional documentary format, he’s connecting with new audiences in a playful, visually rich and compelling way. Today we’re consistently being bombarded with content, so making a lasting impression often means stepping out of familiar formats and taking creative risks. Pharrell’s approach is a reminder to us all that we should always seek to make our storytelling immersive and unexpected, whether that’s through social media, digital experiences, or collaborations - modern storytelling must surprise, delight and engage. Marketing it isn’t just about communicating the message we want to share; it’s about creating stories that others want to share themselves.

3. Make Culture part of your DNA

For Pharrell, culture is more than a talking point; it’s the backbone of everything he touches. From his Something in the Water festival celebrating local talent and cultural diversity, to brands like Billionaire Boys Club and partnerships with Adidas, Pharrell’s projects speak fluently to the spirit of the times. For marketers, the takeaway is to see brands as cultural entities, not just products to be sold. Being culturally relevant isn’t just about knowing trends, it’s about creating a sense of belonging, inclusion and community. Make culture central, and your brand will foster loyalty that’s rooted in shared values, not just sales.

4. Pursue Collaborations That Push Boundaries

Pharrell’s career is a lesson in radical collaboration. From teaming up with Daft Punk to designing with Louis Vuitton, his partnerships are bold, boundary-breaking, and bring new energy to everyone involved. Marketers can take a cue here: don’t just stick to familiar territory. Look for unexpected partnerships across industries; from tech innovators to artists and cultural icons. The right collaborations can introduce brands to new audiences and make them feel more vibrant and relevant. Radical partnerships aren’t just about expansion; they’re about creating something new, bold, and unforgettable that captures people’s attention and brings value to their lives.

5. Tap Into the Power of your Community

Last but not least, Pharrell’s "Happy" video went viral not only because of its catchy tune but because of how it embraced a global community. He invited people from around the world to submit their own dance videos, turning Happy into a global movement. The video wasn’t just Pharrell’s; it belonged to everyone who participated and shared it. This is a brilliant lesson in harnessing community power. When you give your audience a way to co-create, you turn them into active participants and ambassadors. In today’s saturated media environment, co-creation and community engagement can deepen loyalty in a way that even the most polished campaigns can’t achieve.

So, as you look ahead to 2025, think about channelling your inner Pharrell. Forget playing it safe, embrace the power of creative invention and get ready to break boundaries. If Pharrell can turn a dance challenge into a global movement, surely we can create something remarkable too.

Anna will be writing a column throughout the year