Why Brands Need to Create Culture, Not Just Buy Attention | Doug Scott at MIPCOM CANNES 2025

Are brands truly building an audience or just renting attention? In this full interview from MIPCOM CANNES 2025, Doug Scott, Founder of UNXKNOWN, shares why the brands winning today are not necessarily the ones spending the most, but the ones creating culture. As the lines between creators, brands and studios continue to blur, Doug explores why differentiation has become a strategic advantage — and what it takes for brands to earn attention, build relevance and connect with audiences in a more meaningful way. Explore more conversations shaping the future of the global content industry at MIPCOM CANNES.