Brands need to create content that’s shareworthy, that resonates – it’s a human behaviour thing. People don’t feel, act, share unless you touch their emotions somehow. If you don’t then your marketing dollar is wasted. If it’s cultural and we can find an audience for it then we want to be part of it. I think opportunities to marry lifestyle activities, events and their participants with branded content will pop up everywhere.” Whatever it is that’s culturally relevant, that’s a touchpoint for the people involved, that’s what we want to attack as marketers, we want to bring that authenticity and relevance to all the brands we work with.