This intimate conversation explores how creativity plays a pivotal role in national campaigns and GIGA initiatives, not just in grabbing attention, but in building emotional connection, shaping public sentiment, and creating enduring value. We’ll dive into how to track and benchmark the intangible: brand love, cultural resonance, and the long arc of impact that creative excellence leaves behind. From high-profile cultural moments to destination brand storytelling, this session will spotlight how powerful ideas aren’t just remembered - they’re measured.