Eva Appelbaum got to grips with the digital future in the 1990s. She was Amnesty International’s first digital communications director and then Group M’s Asia-Pacific social media director. The former head of digital marketing transformation at the BBC and digital director of BBC Earth is now a partner at transformation consultancy The Arc Group and co-founder of NINE and the Future Strategy Club. In her previous role she set up the BBC’s Digital Marketing Lab, working with brands such as EastEnders and hosting a Radio 4 hack day.