We The Roses

What We The Roses does

We The Roses is a privately held, founder-led cultural marketing and creative agency headquartered in New York City, founded in 2012 by Sherlen Archibald and Nadia Nascimento. The firm helps brands, startups, and cultural institutions harness art, culture, and creativity through five integrated service lines: Strategy Services (brand audits, go-to-market strategy, campaign execution, trend insights), Influencer & Creators Services (talent sourcing, paid and non-paid negotiations, campaign management, content creation, and in-house framework building), Experiential Production (immersive online and offline events, installations, exhibitions, galas, and cultural partnerships), YouTube Specialists (custom workshops and channel strategy), and Social Services (content creation, channel management, audience data measurement, and paid and organic media).

The agency's underlying technology is minimal: it is a services business whose differentiation rests on a hand-curated influencer database, cultural institution relationships, and bespoke creative production rather than proprietary software or platforms. Its go-to-market is sales-led, supplemented by event-driven acquisition through proprietary founder summits and experiential showcases that double as capability demonstrations. Revenue is generated via project-based professional services engagements, with pricing quote-based and tailored per client scope.

We The Roses serves a bifurcated client base that includes large enterprise brands (Google Arts & Culture, Red Bull, Target, Cipriani, Moment Factory, Carnegie Hall, NEON Films) and cultural nonprofits and institutions (National Black Theatre, Apollo Theater, Kennedy Center, AMREF Health Africa, RISE Theatre / Miranda Family Fund, NYC BID Meatpacking District). Notable outcomes include 10.5 billion media impressions for the RISE Theatre Directory launch, 192% ROI on paid media for National Black Theatre's The Gathering production, and engagement of 300+ global influencers for Google Arts & Culture. The firm also operates the We The Roses Foundation (WTRF), a non-profit supporting Black and Brown creatives, and co-founded the ARTNOIR global arts collective with Google, Apple, and Art Basel partnerships. Headcount is reported at 1-10 employees, no funding rounds or institutional investment are disclosed, and the company remains private.

Name

We The Roses

Website

https://wetheroses.co

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

We The Roses is a New York-based cultural marketing agency helping enterprise brands, startups, and cultural institutions connect with audiences through strategy, influencer campaigns, experiential production, and social media services. Founded in 2012 by Sherlen Archibald and Nadia Nascimento.

Ownership category

akta.pro rank

Product category

Cultural Marketing Services

NAICS

Media Representatives (54184)

SIC

Services-Advertising Agencies (7311), Services-Management Consulting Services (8742)

akta.pro primary industry

Event Strategy & Experience Design (BPAFAGAA)

akta.pro secondary industry

Festival & Live Entertainment Brand Partnerships (MPAAAGAF)

Keywords

• Cultural marketing services
• Influencer campaign management
• Experiential event production
• Brand strategy consulting
• Social media marketing

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Professional Services: We The Roses generates revenue through project-based professional service engagements including strategy consulting, influencer campaigns, experiential production, and creative services. Clients engage the agency for specific campaigns or ongoing partnerships.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

We The Roses is a cultural marketing and creative agency that delivers end-to-end services spanning strategy, influencer and creator partnerships, experiential event production, YouTube channel optimization, and social media management for brands, startups, cultural institutions, and nonprofits. Engagements are project-based and tailored per client, with capabilities including brand audits, go-to-market launches, paid and organic media, content creation, community building, and large-scale cultural events such as galas, installations, and immersive experiences. The firm is supported by an affiliated arts nonprofit, the We The Roses Foundation, which connects Black and Brown creatives through nature-based programming.

Product overview

We The Roses is a culture marketing agency offering a unified suite of services centered around art, culture, and creativity. The core offerings include Strategy Services, Influencer & Creators Services, Experiential Production, YouTube Specialists, and Social Services—all designed to help brands, startups, and organizations make a meaningful mark on the cultural landscape. The agency also operates the We The Roses Foundation (WTRF), a non-profit arts organization supporting Black and Brown creatives. Notable specialized products include the Seeking Mavis Beacon Typing Game (a game-based promotional tool for documentary marketing) and Founder Events (curated experiences for venture capital and startup ecosystems).

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Services Strategic consulting offering that transforms ideas into deliverables, timelines, and execution. Includes brand audit and market positioning, go-to-market launch strategy, campaign execution, and trend insights. Designed for brands, startups, and organizations seeking cultural and creative marketing direction.
• Influencer & Creators Services Bespoke influencer and creator partnership service backed by a curated database vetted for brand safety and peak engagement. Includes talent sourcing and partnership, paid and non-paid negotiations, campaign strategy and management, content creation, and in-house framework building. Used to drive culturally resonant influencer campaigns for brands and cultural institutions.
• Experiential Production Full-service creation of immersive online and offline experiences, including creative event concepting, design and production, art and culture experiences such as installations, exhibitions, galas, auctions, and music performances, community building, cultural partnerships, and talent curation. Delivered for brands, cultural institutions, nonprofits, and venture capital firms.
• YouTube Specialists Custom YouTube workshops and channel support designed to drive ticket sales and audience engagement through effective digital strategies, including 12-week workshop formats and channel audits. Used by performing arts organizations and cultural institutions such as Carnegie Hall.
• Social Services Data and cultural insights-driven social media services spanning YouTube to TikTok. Includes content creation and strategy, social media strategy, channel management, audience data measurement and listening, paid and organic media, and community building. Designed for brands and cultural institutions seeking measurable social impact.
• We The Roses Foundation (WTRF) Arts nonprofit connected to We The Roses, connecting a global community of Black and Brown creatives using nature as a medium for creative renewal. Empowers artists through workshops, residencies, and symposiums in collaboration with figures such as Wangechi Mutu, Joseph Patel, and Khari Wendell McClelland.
• Seeking Mavis Beacon Typing Game Interactive 16-bit typing game designed for NEON Films' documentary promotion, blending 90s nostalgia with cultural elements of Black solidarity. Developed as a brand-strategy and game-design product with cultural resonance for documentary film marketing.
• Founder Events Bespoke founder engagement experiences including speaker design and booking, integrated art and culture spaces, and fully produced bespoke events for venture capital firms and their founder portfolios. Designed to support founder engagement, retention, and differentiated portfolio-company experiences.

Quantifiable outcome

• Cultural marketing elevates brand relevance, engagement, and purchase intent by over 50% according to Think with Google research
• +3 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core, minor and flagship.

• ARTNOIRcoreStrategic or Co-development PartnerCo-founded global arts collective championing equity in the arts through partnerships with Google, Apple, and Art Basel. We The Roses co-founders Nadia Nascimento and Sherlen Archibald are founding members, creating a network that offers alternative perspectives on the traditional arts narrative and serves as both a creative platform and business development channel.
• We The Roses Foundation (WTRF)coreOthersArts non-profit founded by Sherlen Archibald that connects a global community of Black and Brown creatives using nature as a medium for creative renewal. Empowers artists through workshops, residencies, and symposiums in collaboration with figures like Wangechi Mutu, Joseph Patel, and Khari Wendell McClelland.
• Open House New YorkminorOthersWe The Roses Co-founder Sherlen Archibald serves on the board of Open House New York, providing cultural institution network connections and credibility in the arts community.
• Miranda Family FundflagshipStrategic or Co-development PartnerLin-Manuel Miranda's family foundation partnered with We The Roses to launch the RISE Theatre Directory, a national platform to increase diverse backstage hires in theatre. Campaign exceeded targets by 133% with 10.5 billion impressions.
• Maestra OrganizationflagshipStrategic or Co-development PartnerPartnered with We The Roses and Miranda Family Fund to launch RISE Theatre Directory addressing gender discrimination in music theatre and supporting diverse hiring.

Scale indicators16 records

Expansion highlights5 records

Direct peers

• Anomaly: Independent creative agency with a reputation for culturally resonant brand storytelling and unconventional campaign execution. Comparable in offering culturally-driven strategy, influencer, and content services to enterprise brands.
• Pereira O'Dell: Independent creative and brand agency with influencer marketing and integrated production capabilities. Comparable in offering brand strategy, influencer partnerships, and content-driven campaigns for enterprise clients.
• Sparks: Globally focused experiential marketing agency producing immersive brand experiences and live events. Comparable in experiential production services and large-scale cultural event work for enterprise clients.
• Translation LLC: Independently owned creative and cultural agency known for Black and Brown storytelling and purpose-driven brand work. Strongly comparable in cultural-marketing positioning and audience reach for underrepresented communities.
• Cashmere Agency: Boutique cultural marketing and creative agency serving enterprise brands with strategy, influencer, and experiential services. Closest analog in agency size, cultural-marketing positioning, and marquee brand client roster.
• SEEN Group: Cultural marketing agency representing brands and creators across entertainment, lifestyle, and culture. Comparable in influencer strategy, cultural positioning, and brand storytelling for enterprise clients.
• DIVE Collective: Cultural marketing agency with a focus on diverse audiences and community-driven storytelling. Directly comparable scope of cultural strategy, influencer partnerships, and experiential work for brands and institutions.
• MKG: Experiential marketing and creative agency producing brand activations, cultural events, and live experiences. Comparable in event-driven experiential services and integrated cultural campaign execution.

Broad incumbents

• Mother New York: Independent creative agency recognized for culturally distinctive brand campaigns across advertising and content. Comparable in creative-led cultural storytelling, though operates at larger scale and broader scope.
• Jack Morton Worldwide: Established global experiential brand experience agency and part of IPG. Comparable in producing immersive events and cultural experiences, but operates at significantly larger scale across more industries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about We The Roses