Strategic Planner, Sid Lee Amsterdam
Varia Makagonova is a strategist at Sid Lee Amsterdam, a creative services agency headquartered in Montreal famous for delivering transformative consumer experiences across all touchpoints, from business to architecture to digital.
Varia landed into planning by accident after meandering down the paths of both Psychology and professional writing, and has since been happily weaving the two fields together to shape brand strategies and ideas. After a long stint developing brand and comms strategy for Standard Life Financial, she branched out into tech and lifestyle by leading experiential projects for Microsoft and brand strategy for SKYN Condoms. Some other favourite brands to work with have included TomTom, Volvo Cars, Under Armour, Nivea Men, and Absolut.
"Total Immersion: Designing Transformative Experiences"
Attention spans are shrinking. Daily exposure to content is growing. And consumer expectations from branded communication are rapidly rising. How do we convince someone to give our brand their attention for longer than a portion of a second?
By telling a great story, of course.
But great storytelling can no longer be confined to just putting stuff in front of people. They have to become involved in it. Immersed in it.
It has to be transformative.
Creating excellent branded experiences is key to transformative storytelling. In this session, SID LEE will share tips and tricks, examples, and watch-outs for navigating this difficult, but inescapable and immensely rewarding, terrain.