University Of Life


Digital skills and business in the 21st century

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Filming brief

As part of Pfizer Vaccine’s digital transformation training, run by Cambridge Judge Business School

The attendees will explore what skills are needed in an increasingly digital workplace. This includes discussing workplace trends as related to digital technologies; how employers can find, retain and upskill the right talent; and students and influencers hoping to be leaders in this space – or leading already.

To this end, on Day II of the training session, Pfizer will host a panel with experts across these thematic areas. To introduce each speaker in advance of the session, the speaker is asked to participate in a short film for internal use only. Below is the full brief and filming logistics.

Format: Two to three minutes-long videos that will be shared with participants on Microsoft Teams, Pfizer’s internal communications platform. The look and feel of this video is casual, we want to give participants an understanding of who the panel experts are and a taste of the topics that will be covered during the session.

On-the-day logistics:

Double Dice Films, WeWork
 - 145 City Road, London. EC1V 1LP

Travel: please keep all your travel receipts for reimbursement

Date and time: Wednesday August 21st, 11.30AM

Outfit recommendations: Light colours, ideally pastel tones. No stripes.

Example Questions:

Below are the questions we will be covering during the filming day. These will later be edited into a short introduction video and can be updated based on your preference. Intro questions:

  • Tell us a bit about yourself and what you do and who you do it for (example clients)

NYC ANSWER - I’m the classic square peg in the round hole. I’m not that patient. I’m quite mischievous but in a very positive way.

I have to be like this because I’ve noticed that progress doesn’t happen otherwise. I get things into delivery - I make things happen - I’m all about execution.

I will be the one in the room that challenges convention because what used to work in the past often doesn’t work today. I’m the one asking why and why not.

I’m not going to tell everyone here how quickly things are changing and how uncertain the future is. I’m simply focussed on what businesses are doing about it.

I talk about it all in my book Rough Diamond.

  • What do you think is most interesting about digital marketing in your field?

NYC ANSWER - How absolutely misunderstood and hijacked the domain is.

Marketing itself is completely different now to even a year ago. There is so much hype and misunderstanding that it’s a full time job redefinining it with my clients.

There is misleading data, denial over the right strategies, high variability in those expected to deliver strategies and very few organisations equipped to deliver high impact results.

Many businesses do not have the correct infrastruture and systems - nor the skills/talent or capabilities to interpret and do anything creative with the data. I could go on.

There is abolutely no doubt how valuable digital marketing is. Whether its the technology stack, the data itself, the future for analytics and intelligence (AI/ML) - it IS the future.

In my experience the best way to test and learn about digital futures is to create a marketing ‘lab’ environment. In this way everyone can actually touch and feel - experience what it means and make that a real part of how the organization thinks and works.

Put that another way - genuinely build innovation in - don’t just bolt it on.

  • What do you think it the most exciting opportunity for healthcare (Pfizer) when it comes to digital – technologies, marketing, ways of working, etc?

NYC ANSWER - Amongst many of the more obvious things (EG: differentiation, customer engagement/services etc) I would have to point to the integration of the data/insightand the analytics into the ‘full stack’ of Pfizer the business.

By that I mean the overall systems of the Pfizer organisation. Pfizer will be inundated with opportunities to exploit every possible new technology and gadget (VR/AR/Chatbots/Influencer marketing/Collaboration Tools/Messengers)

I can imagine the future, as I’m sure you all can, where the systems and processes are inextricable from the marketing and therefore direct consumer engagement and involvement.

Only by properly connecting the organisation together and within itself can the full value of the insight that comes from that transform the business to its full potential.

In other words the future vision and strategy needs to connect the meaning (marketing) with the making (manufacturing/molecular research/pharma development etc) with the managing (organisation).

The only thing required then is execution. Delivering the reality of the 3M’s

  • Why did you agree to be part of this panel? (What’s in it for you / what experience do you bring that you’re wanting to share?)

NYC ANSWER - This is precisely the kind of discussion I have all the time with my clients and I think I bring a different view.

My focus is getting things done and execution. This puts a very different spin things. It’s where theory has to turn into practice. It’s where all the intellectual and smart work has to show up.

That’s a tough place to be but that’s what got me here. I turn the inevitable disruption into advantage for my clients.

I want to share some of the actual experiences and activities that have made a difference to my clients.

  • What kind of topics (burning questions) are you interested in connecting with Pfizer leaders to share thoughts on? (I.e. what should they ask you a question about?)


  • What works when it comes to (quickly) shifting the mindsets and mentalities, behaviours and habits that stop large enterprise from changing?

  • How can business leaders turn all the disruption into advantages?

  • How can businesses stop solving the wrong problems really well?

  • What doesn’t work?

  • How did I make it work?

  • Why may we want to join you at lunch? (E.g a call to action to discuss your field at the lunch break afterwards)

NYC ANSWER - It will be different!


General question (thought starter):

“Marketing, and the role and skillset of the modern marketer, has been evolving as new platforms, channels, content creators (influencers) and technologies have been introduced. What are some of the biggest changes you have experienced in your field as a result?”

Well -

  • I can see massive changes in technology.

  • I can see major (leaderhship) concern at the rate and cost of making technology changes to pre-existing infrstructure and processes.

  • I can see enormous changes in the way technology has automated traditional processes.

  • I’ve seen changes in the way my clients have chosen to do much more in-house.

  • It’s no secret how this has dramatically confused the Advertising industry.

  • I’ve seen many changes in how society has become worried about the big platforms and their ethics and the smell of corruption that is now apparent

  • I’ve not seen the capability of marketers improve alongside the pace of technological changes.