Join Dr. Alex Connock, Fellow in Management Practice at Saïd Business School, for our inaugural faculty masterclass ‘How every retailer became a content company – and every content company a retailer’ in New York on Wednesday 16 October.
Prior to a career in academia and business, Alex was a New York writer for PEOPLE magazine, crossing paths with the likes of Michael Jackson and Donald Trump. Now thirty years later, Alex is reflecting on the mashed-up worlds of business and entertainment.
Media companies are under existential threat, in the UK, US and beyond. TV advertising is in decline. Major retail brands have crashed on the rocks of Instagram, unable to narrate their story. It’s not enough to make great products or provide a great experience anymore - it’s not even enough to hire a good advertising agency. To succeed in fashion, retail, advertising, consumer goods or politics, your command of storytelling is of pivotal importance, and you’ve got to be a great content company.
So, how do you win in this game now? What kind of content actually sells stuff?
From his research and industry experience, Alex has some of the answers, illustrated with videos, photos and the occasional celebrity anecdote.
Book your tickets now to take part in a lively discussion with Alex and connect with fellow alumni from around the globe. Drinks and nibbles will be served after the masterclass.