From 2021 to 2023, I worked in digital media, new media and creative management within Skyworth’s television business. My roles progressed from supervisor to deputy manager and creative director.
In production, I had usually focused on a particular film. On the brand side, regular channel updates, campaigns and requests from different departments arrived together. Alongside the individual work, I had to consider what the team needed to make next and whether the content made sense as a whole.
My role
I was responsible for new-media work and the associated team management. That included topics, creative production, channel content and collaboration around campaign dates.
Livestreaming was one form of that collaboration: the digital team supported the e-commerce department. Content had to fit the live programme, rather than follow the structure of an advertising film.
The work
I start by asking what we need to say and where people will see it. That helps decide the jobs of the main film, shorter videos and other material. Once the direction is agreed, the people filming, designing and publishing need to understand the same plan.
The work can be described in four parts:
- TopicsIdentify the product, audience and message that needs attention.
- ProductionWrite the script and arrange filming and design.
- PublishingAdjust the content for short video, live programmes or events.
- ReviewLook at the response and decide what to keep or change next time.
That experience added another question when I look at a film: where will it appear after delivery, and what will sit beside it? I discuss that in Brand Content Planning.