Portrait of Dorothy Hui

Dorothy Hui

Dorothy Hui is svp, digital and audience development for Sony Music U.K.’s 4th Floor Creative.

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Don’t Be Daunted by AR—Approach It Like Any New Tech

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How 4th Floor Creative made a voice-led AR filter for Ministry of Sound.

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User-Generated Content Has the Power to Create New Traditions

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Marketers need to balance long-term planning with a reactive approach.

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For Brands That Follow Creator Trends, the Possibilities Are Endless

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The continued evolution in user-generated content opens up unexpected directions and creative opportunities for brands.

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Your Company Needs an Internal Learning Strategy—Especially Now

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It's become essential to share and scale learnings from a year of rapid change.

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To Engage Your Audience, Look at Data Through a Human Lens

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Data sets are an insight into fan preferences, contexts and routines.

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Keep Your Listeners Close and Your Competitors Closer

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Dorothy Hui offers tips on navigating the attention economy.