TV vs Digital - How to make your creative sing for online audiences

Track: 1 (MAIN STAGE) Type of session: talk
with Live Q&A
Start Time: 14.30 Entry-level / open to all

In a multi-platform age where attention is at a premium, it is becoming harder to get audiences to spend time with our brands and to land the messages and stories we need to.

Over the past sixteen years or so years, Pete and his teams have been at the cutting edge of content creation and engaging audiences online. Through this time and more specfically over the past few years, Pete has developed his own digital visual language to ensure stories are told, watched and acted upon.

Pete will be sharing the difference between creating content for TV and digital screens, how these rules work for organic and paid for video, a simple playbook for marketeers to use when evaluating creative as well as examples from his time working on top entertainment brands such as Big Brother, Your Home Made Perfect, Hunted, Peaky Blinders and more.

Session takeaways

  • New ways to edit for online
  • How to get the most out of online video and to create the right brief for creatives
  • How to engage with hands-on creatives without being able to edit yourself
  • Creative inspiration


Over the past 16 years, Pete has been at the forefront of the digital and social revolution, creating and telling brands’ stories. Marketing director, brand leader and creative director, Pete’s worked both sides of the divide at agency groups Omnicom, WPP and IPG Mediabrands and with top UK brands from Peaky Blinders, Big Brother and MasterChef at Endemol Shine UK, Waitrose, Renault Dacia, Comic Relief, Cheapflights, Specsavers and generation-defining entertainment platforms Habbo Hotel and BLAST esports entertainment. An award-winning marketer and digital-social-content leader, he connects brands with audiences and drives fast, valuable growth. In the modern, multi-platform world with attention at a premium and audience at the core, he’s passionate about brands creating emotional ties through brilliant basics and strong foundations, powered by his bespoke storytelling engine and driving fame as key to every business’ growth.

From Mexico and the USA, to UK, Greece, Hungary, Cyprus and beyond, Pete brings a unique mix of energy, wit, forward-thinking techniques and inspiring examples to his keynotes. Whether it’s how to create a social brand, putting the human first in CX, how to tell stories in a social age, defining influence and introducing influencer programs or how to become an viewer-driven digital creative genius, audiences love his practical strategies that can make instant impact.

Pete is also a dedicated values and CSR consultant, helping businesses find purpose and how to deliver on their promises. He has particular passion for sustainability, animal advocacy, positive mental health and creating opportunities for all.

Note: Speaker information is subject to change

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