Kim Cattrall stars as an always informed brand executive in Meltwater's Intelligence is Always in Style campaign

Key Takeaways

• Meltwater has launched Intelligence is Always in Style, a brand campaign starring actress Kim Cattrall as a fictional brand executive who is always one step ahead.

• The cinematic short film series is set in New York City and was developed by Meltwater's in-house marketing team, with films directed by creative director Drue Bisley and production agency DEAD Films.

• Cattrall's character tracks brand conversations across channels, manages reputation across LLMs and spots issues before they become a crisis.

• The campaign marks Meltwater's 25th anniversary and is rolling out across multiple channels in markets including the United States, the United Kingdom and Australia.

Anyone who grew up watching Samantha Jones run her own public relations firm in Sex and the City will find something familiar about Meltwater's newest campaign. The media intelligence company has cast Kim Cattrall as the star of Intelligence is Always in Style, a series of short films in which she plays a polished, permanently informed brand executive who always seems to know what is being said about her company before anybody else in the room.

Launched on 12 October 2026, the campaign marks Meltwater's 25th year in the media intelligence business. It takes a playful look at what modern communications and marketing teams now have to keep track of, and pairs that with a nostalgic nod to glossy magazine spreads and print newspapers.

Kim Cattrall plays the ultimate executive in a Meltwater short film series set in New York City

Meltwater describes the work as a cinematic short film series, with Cattrall cast as "the ultimate executive". Set in New York City, the films follow her as she moves between the energy of the city and the confidence of the office, dealing with the problems that fill a communications leader's day. These include tracking brand conversations across channels, managing reputation across LLMs, identifying emerging trends and catching issues before they turn into a crisis, with Meltwater as her source of intelligence.

The campaign was developed by Meltwater's in-house marketing team, and the films were directed by creative director Drue Bisley and production agency DEAD Films. Meltwater says the campaign will roll out across multiple channels and key markets, including the United States, the United Kingdom and Australia, and a dedicated campaign page carries lines such as "Always in the know. Always one step ahead." and "AI has an opinion. Make sure it gets it right."

The same page highlights Meltwater's GenAI Lens, which shows how a brand is described across ChatGPT, Gemini, Claude, Perplexity and other AI tools. The release puts the pitch simply, saying PR and comms teams once spent hours manually reading, tracking and compiling reports, which Meltwater's AI powered platform now does in minutes.

"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 Cattrall.

Meltwater marks its 25th anniversary after starting life as an Oslo news clipping service in 2001

Meltwater was founded in Oslo in 2001 by Jørn Lyseggen and Gard Haugen under the name Magenta News, and its first product was a news clipping service that scanned 100,000 news sources for keywords relevant to business customers. The company moved its headquarters to San Francisco in 2005, and its campaign page now says it works with more than 27,000 organisations worldwide. A campaign that looks back to print newspapers and glossy magazine pages therefore doubles as a reminder of where the business itself began.

Meltwater's release refers only to Cattrall's "iconic roles", but the casting brings an obvious association with it. In Sex and the City, which ran on HBO from 1998 to 2004 before two films in 2008 and 2010, her character Samantha Jones owns and operates her own public relations firm. "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," said Jenny Force, VP of Marketing at Meltwater. She added, "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."