We need to start seeing events for what they are: deeply strategic, commercially valuable and culturally powerful, writes JWI’s Charli Wright
In today’s hyper-digital landscape, brands are churning out more content than ever before. TikTok trends, AI-generated everything and social storytelling dominate every marketing playbook. But here’s the reality no one wants to admit: we’re consuming more and remembering less.
Ask someone what they saw on TikTok yesterday. Most won’t recall a thing. That’s not connection. That’s noise.
Which is why we need to talk about events – not as a throwback to ‘traditional’
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