Sam Conniff says he graduated from formal education 'with a
diploma in running club nights and an apprenticeship in rock band
management'. His first business, founded in 1998, was Don't Panic,
the iconic flyer pack distribution company still beloved by
students across the UK.
In 2001, Conniff left Don't Panic to face a new challenge: could
he and business partner Michelle Clothier stop people believing
'marketing' is a dirty word? The answer seems to be yes: since its
inception, Livity has built up a client base which includes
Penguin, Red Bull, the BBC and even the government, all the while
taking a socially responsible approach to use the 'awesome power'
of brands to achieve positive goals
In this video interview Sam Conniff relates to what social
marketing entails and his aim of harnessing the power of marketing
and communicate social messages to young people. He also gives
reasoning as to why Livity has been listed as a limited company and
why he doesn't like social enterprises being relegated to the third
sector.
Conniff speaks about his experiences working with a range of
young people and how ethnographic research has allowed Livity to
help young people have a greater voice in the media. He also gives
expert advice on how to successfully use social media and how to
come up with a good business idea. Find out why Sam believes that
digital expert is an oxymoron and why the education system in the
UK does not encourage creativity. He also shares his staff and team
philosophy, the one rule for young people working in the office and
the ambition he holds for the organisation.
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