The game has changed, and brands can’t afford to play it the old way. It’s not just about showing up in the right moments. It’s about understanding the emotional or social needs those moments serve in people’s lives — and the role brands can play in them. Here, OMD Australia’s co-CEO Laura Nice and Val Morgan Cinema’s MD Guy Burbidge reflect on their Mumbrella360 session that challenged marketers to move beyond short-term metrics and start building brand fame through culture.
The Fame Game: From transaction to interaction
