🎙️ In this episode of Baltic Brand Talks, Andris Rubins sits down with Anniken Haldna from TULI, the Estonian Marketing Association, to explore how culture and brands are deeply connected in Estonia - and how these stories fit into the bigger picture across the Baltics.

They discuss how brands are no longer just creating short-term campaigns, but embedding themselves into cultural movements.

Together, they cover:

🏀 Basketball in the Baltics - how this summer’s wave of fandom brought people together, with brands stepping in to amplify the passion in real time.

✨ TULI’s role as a marketing association - gathering members, hosting events, and even running its own media platform, something Latvia doesn’t have.
🎶 The Estonian Song Festival - a sacred cultural tradition where brands played a meaningful role in supporting and elevating one of the country’s most important events.
🛡️ National defense and reservist initiatives - showing that cultural relevance is not only about joy and entertainment, but also about responsibility, solidarity, and shared values.
🤖 AI’s influence on marketing and advertising — and what makes Estonia’s approach stand out compared to its Baltic neighbors.

✨ …And much more, from unexpected collaborations to the broader lessons brands can learn when they align themselves with cultural moments that truly matter.

👉 As part of our Baltic marketing associations series, the Estonian perspective reveals how heritage and innovation come together - and why the rest of the region should be paying attention.