Andrew Tindall is Senior Vice President Global Partnership at System1, we asked who his digital hero is.
Who is your digital hero?
Callum Smith, Marketing Strategy Lead, TikTok.
What has he done to win hero status in your eyes?
The world is clambering to understand how to grow brands in new channels, especially TikTok as a film’s worth of content is consumed on average per user.
It’s clearly the channel to watch and use to grow brands but not everyone is clear on how to do this. Callum is out there putting the graft in. Researching, sharing and even presenting at events sharing the data and knowledge.
How has his heroism helped drive digital?
Brands are understanding how to use TikTok is a way beyond a quick sell, but to build brand equity.
Creating future demand through entertaining content. Callum hasn’t blinkered himself into the left-brain digital world, he’s pulling learnings from beyond digital to truly understand how to make TikTok work for marketers.
What the biggest challenges in digital we need another hero to solve?
How can we use AI to create content that grows brands that isn’t by brute force, with thousands of assets polluting our screens.
What is your most heroic personal achievement so far in digital?
System1 have ran research exploring how emotions and creative drive long and short-term effects in digital, which I’m very proud of. You can check this out here.
