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CANNES, France—Brands whose marketing strategies overlook fan communities are leaving their most valuable audiences untapped, executives shared at a group chat on Monday at ADWEEK House in Cannes.
Michael Sugar, CEO and founder of Sugar23, moderated the panel, which included Alyssa Buetikofer, vice president and CMO of McDonald’s Canada, and Stephanie Fried, the CMO of Fandom. The executives discussed the power of connecting with audiences in fan communities and through online forums surrounding sports, entertainment, music and gaming.
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