Sarah Wood, co-founder of Unruly and a recent winner of the Veuve Clicquot Business Woman Award, said brands must "remember the human element" when engaging consumers through video.
"Without the people, there is no magic," she told Conor McNicholas, CEO of content agency AllTogetherNow and former editor of NME and Top Gear magazines, at the Cannes Lions festival.
She continued: "Empathy isn’t something that you can outsource to a robot. Empathy is something that’s absolutely critical to brands that want to genuinely engage with their consumers. "
Watch Wood’s full interview above.
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