The new approach uses MMC’s cultural intelligence insights platform, ‘WeatherVaine’, which identifies relationships across publicly available information at scale, and agentic marketing platform Bluefish AI.

The methodology, part of a series of tools from Omnicom focused on generative engine optimisation (GEO), focuses on large language models as a means for understanding culture, using AI outputs to inform cultural intelligence.

New York-headquartered MMC used Weathervaine in the 2026 Fifa World Cup to analyse hundreds of thousands of AI generated responses before narrowing in on a subset of nearly 5,000 before and during the tournament, focused on the behaviours of the top fanbases.

The analysis concluded that emerging fan communities including Scotland, Norway and Japan gained disproportionate momentum by making fandom more visible, welcoming and shareable.

Olga Fleming, chief executive, MMC, said the methodology gives clients “a new way to identify cultural shifts, interpret what they mean and act with greater confidence”.