In answer to members’ calls for MICA to prioritise training and networking, the group is drawing up a series of masterclasses led by industry leaders and exemplar practitioners.

The first on May 10th 2022 at Silverstone University Technical College will advise on best use of broadcast platforms, with keynote by Top Gear and The Grand Tour producer Andy Wilman.  The masterclass will chart the medium’s transition from terrestrial to digital, and consider the expanding opportunities for auto brands presented by YouTube, influencers and vloggers.

Andy boasts over 20 years’ experience at the pinnacle of bringing automotive content to a mass audience, from re-launching Top Gear on BBC TV in 2002 before executive producing The Grand Tour for Amazon Prime online.

Other masterclass presenters:   Mat Watson – the face of the Carwow YouTube channel, which has led in blending car entertainment and vehicle sales

Jack Carter – TikTok’s automotive lead explaining how the platform is bringing automotive content to life for younger audiences

Scott Mansell – motorsport content expert whose Driver61 YouTube channel has grown by 350,000 subscribers in a year and amassed 46,000,000 views

What’s on offer
MICA’s “From TV to TikTok” masterclass will answer what it takes to get your brand or product on TV, YouTube or covered by a TikTok influencer with millions of followers.  You will go away with expert advice how to:

  • Pitch for long, medium and short lead-time broadcast, and know what information they need about your products/cars ahead of time
  • Grow a YouTube channel from zero and keep on top of the platform’s algorithm
  • Work with YouTube talent
  • Develop relationships with broadcast media producers and researchers
  • Understand and define the value from long and short lead-time broadcast, both for agencies and in-house PRs

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