ITB in Conversation... (on the couch!) x Creative Content Strategy: How to Curate Content During COVID-19

On April 16th we hosted the first digital instalment of our ‘ITB in Conversation (On the Couch!)’ series with a panel talk on creative content strategy during COVID-19.

We brought together a panel of experts to discuss their strategies and share insights from a brand, agency and talent perspective: Brittany Lewis, PR & Comms at UGG, Jose Miguel Sokoloff, CCO at MullenLowe and Louise Roe, TV presenter and content creator.

The conversation addressed various key topics around content creation in this new normal including tonality and messaging, going live and embracing TikTok, diversifying into new verticals and how to utilise UGC and get creative without big production. Overall, it’s clear that we are in an era of business Darwinism and only those who adapt will survive.

“It’s an era of business Darwinism and the most creative brands are those that will survive” – Jose Miguel Sokoloff, CCO at MullenLowe

“What’s important is the act of communicating… it’s encouraging to see that we’ve all become a lot better connected” – Brittany Lewis, PR & Comms at UGG

“Staying fluid with the times and adaptable is really important” – Louise Roe, TV presenter and content creator

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