Tagged with Attribution & Analytics

Jon Mowat: The Strategy Behind Video That Drives Decisions

A video that keeps people watching is not the same as one that makes them act. Jon Mowat, founder of Hurricane Media, spent 15 years at the BBC and now makes video for NATO, BMW and the World Health Organization. In this interview, Jon explains why B2B video should be distinctive instead of just different, why saying less converts better, and why the best way to start is small and fast.

39:26

Designing Video that Drives Decisions

Great video gets attention. Great stories get remembered. But is that enough? This engaging talk reveals the hidden psychological forces that determine what people decide to do, and gives filmmakers practical ways to build decision design into their content. Go beyond engaging your audience and learn how to change their decisions.

15:58

Kendall Fier: Building Oracle’s In-House Video Team From Scratch

B2B video works when it starts with a human challenge, not a product feature. Kendall Fier, former Head of Video at Oracle, built an in-house team of 40 that took video from agency dependency to start-to-finish ownership. She shares how she won the organization over, why burnout can be the hidden cost of success, and where AI helps and where human emotion still wins.

43:05

Being a Video Changemaker

Someone has to be that Video Changemaker. At Oracle, that someone was Kendall Dee Fier, who built a 40-person team and launched OracleTV from the ground up. This is that journey told as a story: what she started with, how it grew into a full broadcast operation, the challenges she cleared, the ones that still remain, and what she'd do differently starting over today.