The Fame Game: From transaction to interaction
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.
Brands don’t have a reach problem. They have a relevance problem.
We’re drowning in impressions and using metrics that don’t demonstrate the true value of platforms — metrics that prove something was delivered, but not necessarily that it landed.
These numbers can justify spend, but they don’t tell the full story when it comes to brand building.
Since 1894, Val Morgan has stood the test of time, providing advertisers with a unique opportunity to reach audiences at scale in a trusted environment and on the biggest, brightest and most memorable screen format available – the ultimate place to build your brand.
