AdForum is a major advertising industry event where leading global agencies speak to an influential audience of pitch consultants. With everyone in lockdown in June 2020, each holding company was provided with a 1-hour virtual platform to communicate their latest thinking, offer and credentials. How best to maximise the impact of this communication?

Set Creative brought its expertise in virtual event communication to one of the world’s leading authorities on communication - WPP.

We highlighted that direct translation of an event experience wasn’t enough to engage the virtual audience. No longer is this audience looking at real people on a stage; they’re watching a screen.

So use best practice from screen content to keep it interesting: mix presentation with video content; use graphics to give the visual experience some dynamism; keep your content succinct enough for a distracted audience.

But don’t discard the great strengths of live communication: leave plenty of room for the audience to question, contribute and interact.

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