Adobe Stage, 15:45-16:30 (DIS)CONTENT: CREATIVE DIRECTION IN THE AUDIENCE AGE

Anna Higgs, NOWNESS

We’re living in an attention economy, with clickbait, algorithms and cat videos battling for viewers’ eyeballs. Global video channel NOWNESS has powered through the information overload, building a highly engaged audience of the culturally curious. How? For NOWNESS creative director Anna Higgs, the way to cut through that noise is to engage audiences with brilliant storytelling – and to listen to them. In this discussion, Anna will use recent examples from NOWNESS’ work to show how developing closer relationships with your audience can lead to extraordinary, risk-taking work.