Your Audience Already Knows Which Creators Will Be In The Room
There's a conversation happening across the Australian marketing industry about creators at brand events. Most of it is asking the wrong question.
In a new op-ed for LBB, our head of brand and partnerships Rachael Webb argues that the real issue isn't whether influencers belong in the room. It's that audiences have become so fluent in the brand event playbook they can call the guest list before the doors open. When the same names cycle through competing activations season after season, something quietly erodes, and brands keep paying for it without noticing.
The piece makes a pointed case for what more thoughtful event strategy actually looks like, drawing on recent examples that show the gap between brands running the default play and those genuinely reading the room. Read the full piece over on LBB here.
