Paul MacGregor.
In an industry driven by creating connections, communities are the ultimate power brokers. They deliver authenticity, ignite shared passions, and foster a deep sense of belonging.
For brands, this presents an unparalleled opportunity: tapping into communities allows them to move beyond surface-level engagement and build genuine trust with their audience.
Harnessing the power of communities isn’t just an opportunity—it’s a necessity.
Connection and communities.
At their core, communities are built on connection. They are born from shared locations, passions, interests, and experiences.
Media naturally plays a role in fostering these connections. For Val Morgan, whether it's through cinema, outdoor, or digital advertising, we serve as the gateway into the heart of physical communities—neighbourhoods, gyms, cinemas, shopping centres —where people engage with messaging as part of their everyday lives.
Digital communities, however, go beyond physical boundaries. They unite people around shared passions, whether it’s gaming, sports, entertainment, or fashion, creating vibrant and deeply personal spaces.
The opportunity.
Tapping into the power of communities is not just about reaching a group of people; it’s about genuinely connecting with them and being part of their experiences.
Each medium offers unique touchpoints to reach consumers where they are—whether they're enjoying a movie, scrolling through their feeds, or just doing their daily routine of working out, heading to work, and stopping off at their local shopping centre to grab something for dinner.
They also enable brands to be part of the cultural conversation; tapping into moments like major blockbuster releases and aligning with opportunities where they can connect with their target demographics, whether that be from youth, families, NEOs, multi-cultural, and even those with sensory issues.
Brands who take it a step further and extend beyond the screen to seamlessly blend their brand into the experience truly understand the power. We’ve seen countless clients experience success through partnerships like Moonlight Cinema, Mov'in Bed, Palace Film Festivals, Dominations and sampling within gym environments.
It’s not about disrupting; it’s about enriching. Whether it’s showing up authentically in physical spaces or being part of their digital journey, brands that succeed in this space listen first, act second, and always aim to foster connection rather than simply push a message.
Why it matters.
Communities are not passive audiences—they are active participants, driving the conversation and amplifying brand messages through word of mouth and social sharing.
This amplification is what influences buying behaviour, with people trusting recommendations from those who share their values and interests.
Brands that authentically align within a community become more than a product, they become trusted.
Communities are the future.
As audiences become more selective about where they give their attention, communities will continue to grow in importance. They offer a pathway to engagement that feels organic, meaningful, and personal. For brands that invest the time to understand the importance of approaching their campaigns with communities at their core will have a place in the conversations that matter most.
Paul MacGregor, Director of Strategy & Marketing at Val Morgan