Sophie Kostrowski and Sian Hainsworth have launched Live & Wired, an agency set up to help brands produce live social content.
Kostrowski, who has worked in television for 22 years and has been a videographer for the NME, is head of creative. Hainsworth, who has worked in live television and radio for 10 years and is a specialist in global syndication and audience interaction, is head of production.
The agency is connected with Primark’s first large-scale Facebook Live campaign, ‘Go Get & Gift Live’, which ran in December. Impero created the campaign. The agency – like Live & Wired – is backed by entrepreneur Michael Scantlebury. In addition, Kowstrowski was one of the presenters.
Scantlebury said: “The biggest challenge for brands right now is relevance; consumers are adapting to platforms and features so much quicker than brands, which means that brands are struggling to inspire young consumers and stay relevant to them. In fact, the opposite is happening, they’re coming off lame.
“Live is no exception, brands on the whole aren’t nailing it and I can see massive opportunities for them to succeed in this space. So, when I met Sian and Sophie, it wasn’t even a consideration of ‘if’, it was ‘how soon can we do this’. With their combined level of production and creative experience in this field, I doubt their experience can currently be matched in the UK at this time.”
Hainsworth said: “Live & Wired is a response to audiences, who now demand that brands create exciting and entertaining content, rather than adverts which they just skip through. Live video is the best way to create dynamic entertainment, and social media is the perfect platform for an audience to engage in real time, hence the birth of Live & Wired.”
- Pictured: Sian Hainsworth (left) and Sophie Kostrowski