The lines between content, brand, and performance are blurring. Today's marketing teams are managing distributed stakeholders, real-time feedback and the constant pressure to deliver outstanding work at pace. Sound familiar? It should. Post-production teams have been dealing with these exact challenges for decades.
For six years in the early 2000s, I was broadcast director for three live TV home shopping channels. Sales data came in live to the production gallery and directly influenced the tone, content, and execution of the broadcast. Our live marketing presentation was shaped in real time by audience response. My time producing live broadcast TV informed many elements in my approach to marketing.
