Kim Cattrall steps into familiar PR shoes in Meltwater's global brand campaign

Meltwater has launched a global brand campaign starring actress Kim Cattrall, as the media intelligence company marks its 25th anniversary.

The campaign, called Intelligence is Always in Style, was developed by Meltwater’s in-house marketing team. The films were directed by creative director Drue Bisley and produced with agency DEAD Films. It will roll out across multiple channels in key markets including the US, UK and Australia.

The short-film series is set in New York City and features Cattrall as an executive who is always in the know and one step ahead, paying homage to her iconic Sex and The City character Samantha Jones.

It follows Cattrall through the city and the office as she deals with challenges facing communications and marketing teams, including tracking brand conversations across channels, managing reputation across LLMs, identifying emerging trends, and spotting issues before they become a crisis - her secret is Meltwater.

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The campaign takes a playful look at what it takes for comms and marketing teams to stay ahead in a fast-moving media landscape. It also nods to the glossy magazine spreads and print newspapers of the past, reflecting the shift to an always-on news cycle shaped by social media, creators and AI. The message is that trends come and go, but staying informed and acting on intelligence never goes out of style.

Kim Cattrall on the campaign

Cattrall said: "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.”

Jenny Force, VP of Marketing at Meltwater, said: “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.” 

John Box, CEO of Meltwater, said: “This campaign was built on the simple truth that channels and technology change but actionable intelligence will always be essential for brands.”

“The films are our celebration of how far the industry has come and the increasingly central role modern communicators and marketers play in shaping business strategy today.”

Meltwater says PR and comms teams once spent hours manually reading, tracking and compiling reports, a job its AI-powered platform now does in minutes. The company says its global data coverage, AI workflows and executive-ready reporting let leaders spend less time guessing and more time acting.