Yesterday, in the leather-lined splendour of the Aston Webb room at RIBA in London we held the first in a series of events we're calling "Group Think". As part of our client work we run a huge number of workshops and seminars and we've been thinking for some time about hosting some of our own. So this was the first in an ongoing series and we decided to look at "The Business of Multiplatform".
We brought together about twenty practitioners and business people from a wide variety of disciplines and sectors, very much reflecting the kinds of people we work with between the four of us: TV, Radio, games development, software engineering, the arts, advertising and the charity sector. We set out to address three overarching themes or questions:
- How can we better serve our audiences with multiplatform?
- How do our businesses need to change to accommodate multiplatform production?
- What are the kinds of ROI we can expect from multiplatform?
We'd rather hoped that these questions would be no more than a framing device for an open conversation, and as it turned out our expectations were hugely exceeded: the afternoon was, from the get go, full on and raucous - and at times pretty disputatious. The session certainly bore out our belief that this is a highly contentious area.
Over the next few weeks we'll report back specific thoughts and themes from the day, but in the meantime I'd like to thank everyone who could make it along and give special thanks to our two guest speakers: Kaila Colbin, who talked us through the eco-centred kids' virtual world MiniMonos, and Amy Taylor from ad agency AMV BBDO, who demonstrated the multiplatform campaigns the agency had delivered for two very different clients: the Metropolitan Police and Aviva.