Biarritz, France: When Strategy is part of the Creative. Jan '15

Third time now to be invited to FIPA's Smart Fip@, the interactive / crossmedial arm of this renowned International Film & TV festival. This year I was invited to talk on how the plethora of channels, media, platforms etc. are affecting the way we tell stories. Distancing myself from any definitions, I took a bottom up approach, sharing tools and approaches that encourage the media maker to be certain as to why they are doing what they want to do, hence the title “Knowing your "Why" helps the "What", "Where" and "When". I wanted to show that the strategic role is shifting from the commissioner/financier over to the media maker.