zeitgeist

I have a pretty large vocabulary, so when I find a word that I don’t know the meaning of… I look it up.

So I’m surfing through the Koda Creative website and I come across the word: zeitgeist.

zeitgeist
The spirit of the time; the taste and outlook characteristic of a period or generation

Stems from the German words of Zeit meaning time and Geist meaning spirit.

Was it used correctly in the material in which I found it?

It bears repeating: marketing that’s driven by the company’s business plan, not the marketing firm’s ego, was, and remains, the zeitgeist at KODA Creative.

No not really. They used the word in replacement of “company culture and mission” and zeitgeist describes a time period, not really a particular place (their company) as they have used it. Furthermore, the paragraph suggests the culture is unchanging over time, which makes it difficult to argue why they’re using a word that suggests a period of a cultural movement or thought.