We are in tech era but top international publishers came to ICEEfest and insisted that human creativity is the # 1 factor of their success.
VICE, Eurosport and CNN‘s presentations had one thing in common: when you’re telling your story, be creative – they said!
VICE: the No. 1 youth media company in the world
“Vice is a 23 year startup and we’ve had about 15 bad years“, said Mark Adams in the beginning of his presentation at ICEEfest.
Head of Innovation @ VICE, Mark explained in his speech what changed in the past 8 years, as the platform has grown into becoming one of the biggest media companies worldwide.
“Everybody told us that young people are not interested in the news. Not true. They care about news but they don’t trust any news source“, pointed out Mark.
- Offers stories you can not get elsewhere
- Provides a different perspective
- Don’t fake it, go for real, be creative
These are the key points to observe if you want your audience to trust you. These and 20+ hours of quality digital video/ day that helped VICE gather 2.5 billion YouTube views last year.
Mark’s complete ICEEfest presentation below:
Eurosport: about sharing the passion
For the past 18 months, with some help from Discovery, Eurosport bought 60+ rights and created 8 local versions.
It became “home of the Olympics” but the real transformation is that now Eurosport is trying to be more and more a fan-centric brand.
“How can we reinvent our storytelling? There are 4 main guidelines: extensive coverage, be immersive, local and edgy“, said Arnaud Simon during his talk.
Senior VP Content&Production @ Eurosport, Arnaud talked about “the tools” that can help you be more creative:
- Fight for your exclusivity
- Try to be unique
- Don’t forget to bring emotion
This is Arnaud Simon @ ICEEfest, interviewed by Cosmin Stan:
CNN: Telling the story in a creative way
“Quality content creates quality data” thinks Rob Bradley. Global Director of Digital Advertising Revenue and Data @ CNN, Rob is convinced that the people must be the center of the universe in storytelling.
Tech innovations are often regarded as the engine of a performing newsroom. Rob Bradley said that the roles should be inverted: “if we let the technology to do its job, that allows humans to be creative“.
Remember this, for a successful creative process:
- ask yourself what’s unique about your story
- you’re targeting people, not some data
- try to humanized the story
Discover the complete presentation of Rob Bradley below:
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For other great keynotes from ICEEfest ’16, please check out ICEE Academy. We’re working hard to upload the best of them (almost) every day now… so stay tuned!