“We build audiences without looking at how to optimise and utilise them”, said Jim Meadows, Founder and Strategy Director of Commit, in his talk at the 99//Club Digital Festival. “We don’t value their creativity despite the fact that they are so willing to participate”.
According to Jim, it’s high time we start to see advocates “not just as fans but as people that can help and spread our message in a very creative way”. We need to realise the “you can create authentic content in a scaled environment”.
Watch Jim’s talk below to find out why he believes creative consumers to be the future of content.
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.