The Bumble-Bee Effect

The Bumble-Bee Effect

— creating smart media and content campaigns

Audiences are media and device agnostic, moving between one another effortlessly, creating opportunities from multiple touchpoints for brands to target them at the right time, right place, and with the right message. With practical advice, this session will talk about how audiences consume media and how this has developed over the past year.

With an emphasis on practical takeaways, we’ll discuss how arts institutions can best use media channels, which ones should be considered, and why messaging needs to be tailored depending on the platform it is being consumed on.

We will cover what is an integrated campaign, and how advertising and content should work together to increase the performance of a campaign.

We’ll provide tips on where to start and how to plan media campaigns for a variety of budgets and how to approach particularly paid social and social content campaigns.

What will I gain?

— An understanding of how media consumption habits have changed through this year, and how developments in media already happening have accelerated due to the advent of Covid-19

— Tips on how an integrated campaign, media channels or media types, can inform other channels or types to increase campaign performance

— An understanding of how media channels can be effectively used for advertising and content by arts organisations, and how advertising and content should work together to increase the performance of a campaign

This session will be recorded and included in the Access All Areas Pass.


This session is sponsored by Fabbrica Media.


Richard Rizzo Hills | Media Strategy Director | Fabbrica Media

Richard is a media strategist with 23 years’ media agency experience, managing brand awareness and performance campaigns across all media channels and varied industry sectors. After working in media agencies managing clients as diverse as the Jordan Tourism Board, Visit Greenwich, RBS Group, Toyota, Indesit, Network Rail and RNIB, he set up Fabbrica Media, a media agency with a specialism in arts, travel and tourism. Recent client projects include The Hanover Band, Visit Kent, Liberation Route Europe, and Dominican Republic Tourist Board.

Carla Caswell | Social Media Strategist | Fabbrica Media

Carla is a digital marketing expert and social media strategist. She has worked in digital media for over 15 years at some of the world’s largest advertising agencies and media owners, and has worked across many brands including, Rolex, Mercedes Benz, Unilever, Dyson, Nespresso, The Hanover Band and the Ford Motor Company. She also gained strong experience in cross-channel campaigns while working on the following productions in South Africa: MasterChef SA, Big Brother Africa and Idols SA.