Interview: That Lot’s David Schneider Discusses the Need for Creativity in Content Creation



We sat down with David Schneider for more insights into adding innovation and originality to social content.

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At Social Media Week New York 2018, David Schneider and David Levin, Creative Directors of the UK agency That Lot, explored platforms, platform specificity and native innovation during their session “Creating Social Gold: The Art of Platform Specificity.”

Throughout the session, they shared case studies from clients like Channel 4, Nat Geo, Jamie Oliver and The Voice, and discuss how platform-led brands and broadcasters nailing it on social in creative, highly-engaging ways.

We sat down with David Schneider after his session for more insights into adding innovation and originality to social.

Check out the full interview above and a list of what was discussed below.

  • How important is innovation and creativity in content creation
  • Is he seeing any specific trends in creative production of social media
  • What his thoughts are on the future of social media and their respective platforms

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