“Innovation is really born out of uncertainty”, said Tom Mackenzie, Global Innovation Director at PHD, at last months 99//Club Digital Festival. “But these kind constraints often lead us to channel our creativity and be a little bit more resourceful and inventive with what we do.
In the 99-second video below Tom encourages brands to consider what they can share beyond advertising and how they can create new ways to communicate in an environment of limited in-person contact.
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.