One Take with Tony Hollingsworth

👉 The Scoop – Tony Hollingsworth exists firmly in the intersection of art, music and global campaigns. Beginning with the creation of the Glastonbury Festival, Tony created nine of the most watched global events in the world, including the two Nelson Mandela campaigns, “The Wall: Live in Berlin” and 6 other events each of which had a global audience of over 500 million people.

👉 Decisive Moment #1 – Producing the Nelson Mandela 70th birthday tribute in 1988. It was an 11 ½ hour broadcast that was taken by a hundred countries. It involved 83 stars and reached 600 million people back when the world population was only 5 billion

👉 Unexpected change or event – That broadcast and network television would walk away from music wholesale by the time you sort of get to the late 90s. A second thing was the enormous rise in the quantity of programming dedicated to sports.

👉 What did he do – How did you cope? First, by developing true 360 campaigns, not events, campaigns. Second, by integrating ad sales into every one of the campaigns. “Guitar Legends”, which was done for Expo 92 in Spain, for example, generated four times as much money from ad sales than the original assigned budget.

👉 About older workers – One of the big differences is that we know that the world is full of bumps. It's full of changes. Black swan events. And what the younger people don't have is the experience of things going wrong. And quite often the older people have been through a few wars. And so, they actually know how to manage things when things are starting to go wrong.