Grant Leboff: One of the big buzzes that people talk about today is the whole influencer marketing piece and leveraging others, which I think more and more businesses and companies do and explore. How important are influencers, brand ambassadors, in the experiential world and how is it best to utilise them?
Shirra Smilansky:Brand ambassadors are unbelievably crucial in experiential marketing and live brand experiences and in business as a whole really. But who are they? I think that’s the really important question that people often aren’t asking themselves and do need to, because your brand ambassador is not just that VIP. It’s not just some Olympic athlete endorsing a Nike sneaker or an Adidas athlete. A brand ambassador can be anyone from… the cashier at the till of your local market is a brand ambassador for that supermarket. The way that they personify that brand in the real world and they interact with …