Think of people as audiences not consumers to make better content says Vice commercial head

Brands looking at making content need to stop thinking of people as their consumers and start thinking of them as an audience, Vice Australia’s commercial director has said.

L:R Amanda Gome, Tom Robinson and Alex Light

Speaking at the BEFest conference in Sydney today Alex Light told the audience: “Coming from an ad agency background I know that brands need to throw away the traditional planning process.

“Don’t think of people as a consumer but as an audience – what are the things they are interested in – that’s a starting point that’s more powerful than ‘what do we want people to know about our products?’.”