Watching our favourite shows is no longer a passive experience, and brands need to create content that engages if they want consumers to talk about their ads, according to Ivan Fernandes, global director, Mediacom.

As part of a series of MediaCom interviews with some of the world’s best and brightest innovators, which can help brands enhance their social media development strategies, Ivan Fernandes, MediaCom global director, social media technology,interviews Rob Norman, Chief Digital Officer, GroupM…

As part of a series of MediaCom interviews with some of the world’s best and brightest innovators, which can help brands enhance their social media development strategies, Ivan Fernandes, MediaCom global director, social media technology, interviews Graeme Boyd, social marketing manager, Xbox EMEA