Title of talk: The Power of Interactive Content About the talk: As marketers, we’re right to be obsessed with content. But are we using our digital space for one of its major benefits – interactivity? In this event we look at why interactive content is so effective and share practical guidance to make it work for your brand. We'll be joined by Paul Graham from Burberry, who will talk through real world examples of how he has made digital work for the brands he’s worked with over the last 10 years. Prior to Burberry, Paul's experience includes working at Saatchi Brothers with brands such as: Nike, Converse, Diesel, British Airways, Skype, Bacardi and Virgin Atlantic. He will talk us through his experience of brand content and share his top tips for making it memorable and interactive. The very nature of the internet means that consumers can curate their own personal digital space. If they don't want to follow your brand, they simply won't. Furthermore, if they don't want to see ads, they block them (and 22% do). We continually create video, photography and social posts and while they may be beautiful or interesting it’s still a passive experience and easily forgotten. So how do we make content that’s both memorable and engaging? About Michael Michael founded award winning agency Impero as an innovative, risk taking digital creative agency in London five years ago. He fundamentally believes that social and digital metrics are flawed and works tirelessly to help global brands use the power of digital to build them using Fame and Glory – leaving the competition to waste their money on pointless vanity metrics like engagement rates. Company Name: Impero Company bio: Impero are a London based digital creative agency. They specialise in bringing life back to amazing brands who have fallen from glory. They have an underlying ethos : They bring brands FAME & GLORY. Famous brands are more salient, they are more top of mind, they are more easy to reach for in a crowded marketplace and they get bought more. Glorious brands create desire. Brands that stick out, are more appealing, that are consumer-centric, that make people ‘want to want them’ are more desirable at the point of purchase.