As communities reshape influence and attention is earned in new ways, how can brands turn cultural connection into lasting impact and growth? Hamid Habib, MD of Arena Media, and Stephanie Rivas, Director of Media Planning & Buying, EMEA at JBL, will explore how media can transform moments into momentum - from creator-led brands and culturally connected campaigns to the evolving role of paid media. The conversation will challenge brands to move beyond short-term hype and rethink how media can drive relevance, inspire participation and build enduring brand equity.