Interviews, insight & analysis on digital media & marketing

Samantha Fay, SVP Global Brand Strategy, Guinness World Records on the power of shared experience

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“There is something magical about the power of shared experience”, said Samantha Fay, SVP Global Brand Strategy at Guinness World Records in her 99-second talk at the 99//Club Digital Festival. “Humans want to get together, they want to be a part of something”. S

Discussing the potential post-covid shift in brand experiences away from digital and back to experiential live events, Samantha explained: “I think you’re never going to replace those live events, but maybe there’s an opportunity for more people around the world to get involved at a digital level”.

NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.

The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.


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