In this session, Andre Bogues, acting global head of luxury culture for Diageo, reveals how brands can build the confidence to invest at the intersection of community and culture. Working with brands such as Don Julio, Casamigos, and Johnnie Walker, Andre will share how brands can meaningfully participate in cultural moments without appearing opportunistic, and how to identify exactly where a brand has the "permission to play." He’ll share the decision-making ethos used to steer investment, backed by econometric insights that quantify cultural impact alongside traditional media.