Let’s recapture the lost art of improvisation

Peter Markey, CMO at TSB considered the lessons marketers can learn from improvised comedy in his talk at the 99//Club Digital Festival, including the ‘yes and’ rule, trusting and collaborating with others and how tech can play a role.

In the video below Peter answers questions about the role of improvisation in a data-driven industry, how to include your customers in this strategy, and if improvisation can actually lead to real-world ROI.

NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.

The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days, 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.

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