YouTube - Creative Economy, I'm Jette
Showing key opinion formers the impact of YouTube on the creative economy
Challenge: Show Key Opinion Formers (KOFs) in EMEA, including politicians and journalists, who often have skewed perspectives of YouTube, how the platform contributes to their economies, by championing creativity.
Solution: An ongoing campaign that spotlights creators of all sizes — from illustrators to opera houses — who are using YouTube to grow audiences, revenues and cultural footprints.
Outcome: YouTube’s most effective KOF campaign to date.
Results: Series 1: Lifting KOF Proxy perceptions ‘YT is a positive contributor to the creative economy’:
Across the Pond started life inside Google over ten years ago when Julie, our founder, spotted an opportunity. Video content and all its possibilities were about to explode. As a TV producer equipped with razor sharp story-telling skills, she was uniquely placed to help Google capitalise.
And so ‘Across the Pond’ was born. Now we shape strategic narratives and campaigns for tech brands around the world.
We are driven by a profound belief in the benefits that technology can bring to humankind.
We are proud to be part of the 0.1%: the percentage of agencies founded by women. To us this is more than just a statistic, it’s in our DNA. Embedded deep within our culture is a disregard for barriers, a sense of possibility, and a burning optimism.
We believe the work we do, and how we do it, can create a better world.