VISION: Anna Rafferty
Global Director: Digital Marketing at BBC Worldwide
Anna Rafferty is Global Director: Digital Marketing at BBC Worldwide. She is tasked with developing the BBC’s direct-to-consumer offerings, editorially leading the company’s short-form and social content production unit BBC Worldwide Digital Studios, and driving the corporation’s reputation for digital innovation.
She joined BBC Worldwide from Pottermore, J.K. Rowling’s digital publishing, e-commerce, entertainment and news company where she was Director of Product, Content and Creative. Prior to Pottermore, Rafferty spent 11 years at Penguin Books where she was MD for its Digital Division. She worked with major talent and IP including Roald Dahl, Jamie Oliver, Stephen Fry and Penguin Classics amongst many others.
Creativity in an Algorithmic World
It’s data versus art, robot versus human; the battle lines between creativity and the algorithm have been long drawn and the sides seem defined, antagonistic and clear… or are they? Anna Rafferty will discuss content and campaigns in an increasingly algorithmic digital media world, drawing on the case studies including Planet Earth II and Blue Planet II, to prove that artificial intelligence sparks genuine creativity.