Jonathan Kneebone to present BE Festival keynote

Globally respected creative and co-founder of The Glue Society, Jonathan Kneebone is to present a no-holds-barred keynote at next month’s Festival of Branded Content and Entertainment. Kneebone will set out his perspective on what he views as the “naive” expectations and misconceptions that dog the industry, and discuss what actually needs to happen in order for a piece of brand content to be developed and broadcast.

Kneebone told Mumbrella: “Many agencies and clients are approaching this new form of brand communication in a rather naive manner. There are some tough realities that need to be recognised – involving process, control, budgets and so on even before ideas are tabled. In essence, it’s important to accept upfront that this is a different world.”

Drawing on interviews with the world’s leading creatives from Glue Society’s 2020 Vision series for Think TV and the Glue Society’s own experience, the presentation will focus on creating compelling work for the screen and second screen.

Jonathan Kneebone