Global events like the World Cup no longer sit inside a media plan—they are the media plan. Every match, goal, controversy, and reaction creates a rolling stream of cultural triggers that brands are expected to engage with in real time. This shifts marketing away from pre-built campaigns toward systems designed to interpret, decide, and act as culture unfolds. In this conversation, we’ll unpack how teams are structuring for responsiveness rather than predictability. Join as leaders explore which decisions get made when timing matters more than planning cycles and what it takes to stay relevant when the media environment resets every few minutes, focusing less on participation in a global moment and more on how that moment now defines the entire marketing operating model.