Search results for: Month: January 2018

Washington Post’s Winchurch-Beale Appointed World Media Group President for Second Year in Management Team Restructure

New Team Extends World Media Awards Entry Deadline by a Week to Thursday 1st February

London, Wednesday 24th January, 2018: The World Media Group, a strategic alliance of the world’s leading international publications, announced a new structure of its management team today, appointing two vice presidents to support, Emma Winchurch-Beale in her role of World Media Group President. Alexandra Delamain, SVP Head of Sales and Client Services, EMEA for The Economist and Stephen Murphy, Global Brand Director for National Geographic, take on the additional roles of VP World Media Group, effective immediately. Winchurch-Beale, International Sales Director at the Washington Post, is the first World Media Group president to continue in the role for a second year.

The new management team is pleased to announce that the entry deadline for the 2018 World Media Awards (WMAs), the only awards to celebrate the best in cross platform, cross border, content-driven advertising, has been extended to Thursday 1st February.

The free-to-enter awards are now in their third year and offer the winners the opportunity to be acknowledged as global leaders in international content-led advertising. The WMAs are unique in not only giving recognition of the category winners’ work through the trophy on the night, but by also celebrating all winning campaigns in a world-wide advertising campaign valued at €500k. The winners’ ad campaign runs across leading international media brands Bloomberg Media Group, The Economist, Forbes, Fortune, National Geographic, Newsweek, The New York Times, Time, The Wall Street Journal and The Washington Post – all members of the World Media Group which runs the WMAs.

Emma Winchurch-Beale, President of the World Media Group and International Sales Director at the Washington Post commented, “I’m delighted to be continuing my role as Group President and I’m looking forward to working closely with Alexandra and Stephen to continue the important work of the World Media Group in promoting and supporting quality journalism.

“As we approach the 2018 World Media Awards, we are hoping to see an increase in entries from all over the world. Now more than ever, it’s important to celebrate the richness and quality that can be achieved when content is used effectively to tell a brand’s story across multiple channels and borders. We’ve extended the deadline to encourage even more entries from all over the world, and we’re looking forward to seeing a diverse range of campaigns, which I’m sure will surprise and inspire us once again.”

Winning entries at the 2017 WMAs included Grand Prix Winners, Tata Motors, along with Shell, UBS, Bet365, Universal Pictures and Visit Faroe Islands.

How to enter: Entry to the WMAs at www.wm-awards.com is totally free, although entrants can make a voluntary donation to Reporters Without Borders. All categories can be entered by advertisers and their media, PR and creative agencies while media owners are only permitted to enter two categories directly: Media & Entertainment and Brand/Media Partnership. Campaigns must have intentionally targeted audiences in at least four countries and 75% of activity needs to have been implemented in 2017. There is no requirement for campaigns to have run in any of the World Media Group brands. The new closing date for entries is Thursday 1st February 2018.

Judging: To reflect the vital importance of collaboration in creating successful international, content-driven advertising campaigns, the independent jury will number over 20 heavy-weight judges from brands, agencies and media owners and is presided over by four Co-Heads: John Rudaizky, Partner, Global Brand & Marketing Leader at EY, Jodie Stranger, CEO UK Group & President Global Clients EMEA at Starcom, Publicis Media, John Gittings, Chief Strategy Officer, Americas, at MediaCom and Arif Durrani, Executive Editor for Europe, Middle East & Africa at Bloomberg Media Group. The full list of judges can be seen here.

Categories: This year there are eight Award categories and a Grand Prix selected by the jury from amongst the category winners, as follows:

• Financial Services
• Travel & Tourism
• Technology and Telecoms
• Lifestyle, Luxury & Fashion (new)
• Automotive
• Corporate Influencer
• Media & Entertainment
• Brand/Media Partnership (new)

The new Brand/Media Partnership category recognises that, when brand and media owners work together on content initiatives, special campaigns, events, or other partnership-based promotions, the effective uplift for both brands can be powerful.

Awards event: The winners of the Awards will be announced at the exclusive World Media Awards Reception at the Ham Yard Hotel in London on Thursday 22nd March 2018. All shortlisted entrants will receive two free tickets to join the celebration as guests of the World Media Group, and additional tickets will be available for purchase.

The World Media Group Welcomes Three New Associate Members as It Celebrates Its 20th Anniversary

As the World Media Group also hosts the third World Media Awards in its anniversary year it calls for more entries from around the world

Ad tech firms Rezonence and Smartology, along with science and technology institute and media owner, The Smithsonian, are to become the first associate members of the World Media Group as it celebrates its 20th anniversary.

To date members of the World Media Group, a strategic alliance of organisations who are committed to promoting award winning journalism and the role of international media, have comprised only global media brands – currently The Washington Post, The Wall Street Journal, Time, The New York Times, National Geographic, Newsweek, Forbes, Fortune, The Economist and Bloomberg Media Group.

Over the twenty years since the World Media Group’s inception, the media world has changed beyond recognition and the group has always constantly striven to reflect the needs and shape of the marketplace. The change in membership policy reflects this continual drive and is in recognition of the value the associate members have in the creation and consumption of quality journalism – either by having the same high standards of journalism, or by providing ad tech services that promote and support quality journalism and trusted media environments.

Emma Winchurch-Beale, International Sales Director at The Washington Post and President of the World Media Group, says: “In a volatile world besmirched by fake news, the World Media Group’s role as the champion for quality journalism is more important than ever if we want to retain consumer trust. That’s why, as we celebrate our 20th anniversary, we are opening up membership to organisations that have the same goals and ethics as us and can help us extend our campaign for excellence in delivery too.”

This year also sees the World Media Group hosting the independent World Media Awards for the third time. These are the only awards that celebrate excellence and effectiveness in cross-platform, cross-border, content-driven advertising – and the organisers are particularly keen to receive more entries from around the world this year and so ensure a truly global celebration of international content marketing. Entry to the World Media Awards is free and online at www.wm-awards.com – with a fast-approaching deadline of Thursday 25th January 2018.

The World Media Group itself has grown over the years to a staggering reach around the world of 474 million unique monthly web visits globally, 211 million Facebook followers, 93 million Instagram Followers, twitter followers and print readers. Across all member publications, the group has received over 180 Pulitzer Prizes and 1,029 journalism and content awards and, according to the Ipsos Affluent Europe Survey 2017, 68% of all C-suite professionals in Europe with 50+ employees worldwide consume a WMG brand every month.

To mark its 20th Anniversary the World Media Group will be hosting a party in July. Winchurch-Beale adds: “Twenty years is a long time in media so we are incredibly proud that we have not only stayed the course but grown in stature and relevance. That’s definitely something to celebrate.”

The World Media Group Welcomes Three New Associate Members as It Celebrates Its 20th Anniversary

As the World Media Group also hosts the third World Media Awards in its anniversary year it calls for more entries from around the world

Ad tech firms Rezonence and Smartology, along with science and technology institute and media owner, The Smithsonian, are to become the first associate members of the World Media Group as it celebrates its 20th anniversary.

To date members of the World Media Group, a strategic alliance of organisations who are committed to promoting award winning journalism and the role of international media, have comprised only global media brands – currently The Washington Post, The Wall Street Journal, Time, The New York Times, National Geographic, Newsweek, Forbes, Fortune, The Economist and Bloomberg Media Group.

Over the twenty years since the World Media Group’s inception, the media world has changed beyond recognition and the group has always constantly striven to reflect the needs and shape of the marketplace. The change in membership policy reflects this continual drive and is in recognition of the value the associate members have in the creation and consumption of quality journalism – either by having the same high standards of journalism, or by providing ad tech services that promote and support quality journalism and trusted media environments.

Emma Winchurch-Beale, International Sales Director at The Washington Post and President of the World Media Group, says: “In a volatile world besmirched by fake news, the World Media Group’s role as the champion for quality journalism is more important than ever if we want to retain consumer trust. That’s why, as we celebrate our 20th anniversary, we are opening up membership to organisations that have the same goals and ethics as us and can help us extend our campaign for excellence in delivery too.”

This year also sees the World Media Group hosting the independent World Media Awards for the third time. These are the only awards that celebrate excellence and effectiveness in cross-platform, cross-border, content-driven advertising – and the organisers are particularly keen to receive more entries from around the world this year and so ensure a truly global celebration of international content marketing. Entry to the World Media Awards is free and online at www.wm-awards.com – with a fast-approaching deadline of Thursday 25th January 2018.

The World Media Group itself has grown over the years to a staggering reach around the world of 474 million unique monthly web visits globally, 211 million Facebook followers, 93 million Instagram Followers, twitter followers and print readers. Across all member publications, the group has received over 180 Pulitzer Prizes and 1,029 journalism and content awards and, according to the Ipsos Affluent Europe Survey 2017, 68% of all C-suite professionals in Europe with 50+ employees worldwide consume a WMG brand every month.

To mark its 20th Anniversary the World Media Group will be hosting a party in July. Winchurch-Beale adds: “Twenty years is a long time in media so we are incredibly proud that we have not only stayed the course but grown in stature and relevance. That’s definitely something to celebrate.”

Q&A with Graham McDonnell Creative Director, T Brand Studio International for The New York Times

Graham McDonnell Creative Director, T Brand Studio International for The New York Times and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. You can enter here.

General Questions

Q: Why should agencies/advertisers enter the World Media Awards?
Graham: The World Media Awards stand as a showcase of the very best content being created in the industry over the past few years and winning an award gives the recognition of your peers at being the best in your respective field.

Q: What are you hoping for most when you judge the awards?
Graham: True examples of exemplary creativity and innovation, but most of all, evidence that the project delivered tangible results for the client

Q: What advice can you give potential entrants for creating a winning entry?
Graham: As a former winner, I’d advise that creating award-winning projects isn’t enough. You need to be able to effectively communicate the key points and outcomes if you stand a chance of winning.

Content/native advertising questions

Q: What are the most important factors to consider when creating content-led advertising? (e.g. story, relevance, length of content, type of content, media partner)?
Graham: All of the above are important, but the biggest thing to consider is your audience and the content they come to your platform to consume. If your branded content deviates from this, they aren’t likely to engage with it.

Q: Podcasts are having a ‘golden moment’ in content-driven advertising. What’s driving their ascendance?
Graham: I’d say the relationship between the medium and the story. Podcasts have been around for years, but only recently have brands found the right type of story that works well in this form.

Q: Content needs to be able to attract audience’s attention, not simply disrupt and annoy. What’s the key to truly engaging content?
Graham: There’s a famous quote in advertising that goes along the lines of ‘We need to stop Interrupting what people are interested in, and be what they’re interested in”, which sums it up perfectly.

International planning questions

Q: Do some content platforms work more universally across multiple regions than others? E.g. does video work well everywhere but editorial content work better in some regions than others?
Graham: I think story is more important than region when deciding on how to execute your content. If the story is relevant to the audience and gives them a relative ‘payoff’ from their decision to invest their time in consuming it, then you’re already half way there

Q: How do you balance planning and implementation of cross-border branded content campaigns between ‘local’ offices and ‘head office’?
Graham: As our international studio alone has offices in London, Paris and Hong Kong, this has been a challenge we have had to overcome ourselves recently. Having driven people ‘on the ground’ is imperative to success, and our job as leads is to make sure a solid set of processes are in place and understood before you jump in

Q: What is the key to finding a content marketing idea that can translate across borders?
Graham: Simplify. Interests and trends can change vastly from region to region, but if you take it back a step and try to find a visceral, personal story (rather than product or service based) then this tends to work

About you

Q: Your dream holiday destination?
Graham: Vietnam

Q: What was your first single/music download?
Graham: No Doubt – Don’t Speak

Q: Your favourite film?
Graham: Jurassic Park

Q: Your favourite TV series?
Graham: Sherlock

Q: Your favourite app for work? Google InboxAnd for leisure/personal use?
Graham: Instagram

Q: Graham: Your favourite drink?
Graham: Old Fashioned

Q: Your guilty pleasure?
Graham: 80s Music

Q&A with Deborah Perrot, Media Manager, IBM Europe

Q&A with Deborah Perrot, Media Manager at IBM Europe and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. You can enter here.

General Questions

Q: Why should agencies/advertisers enter the World Media Awards?
Deborah: Because it is an opportunity for both introspection on the reasons for the choice of strategy, and also the occasion to learn from others.

Q: What are you hoping for most when you judge the awards?
Deborah: To be surprised. To see for example an approach which might at first seem unexpected for a particular advertiser, but in fact delivered good results.

Content/native advertising questions

Q: Content needs to be able to attract audience’s attention, not simply disrupt and annoy. What’s the key to truly engaging content?
Deborah: It must arrest the viewer and provoke a reaction of curiosity – ah, I didn’t know that, I’d like to know more.It should be delivered on the appropriate device at the most opportune time, probably not 10am on Monday morning!

Q: How do you measure success when it comes to content-driven advertising?
Deborah: Through brand awareness studies, uplift in recognition, interest in doing business with, likelihood to recommend, or number of shares and engagement.

International planning questions

Q: How do you balance planning and implementation of cross-border branded content campaigns between ‘local’ offices and ‘head office’?
Deborah: Must be complementary and bring something in addition which reinforces the local message. Planning is key with regards to timing in order to optimise presence.

Q: What is the key to finding a content marketing idea that can translate across borders?
Deborah: Humour is universal, and also stories with a positive outcome for the underdog.

Q: What do you need to look for in your media partner(s) when planning an international content-driven advertising campaign?
Deborah: Not just the usual requirements such as reach and affinity, but also a willingness to try something new. Tracking is key.

About you

Q: Your dream holiday destination?
Deborah: The Ladakh for the space and tranquillity.

Q: Your favourite band/artist?
Deborah: Massive Attack, Muddy Waters.

Q: Your favourite app for work? And for leisure/personal use?
Deborah: Yuka. Scans food products and gives you an analysis of the quality, including sugar, fibre, protein, fat, salt / 100g

Q&A with Steve Ackerman of Somethin’ Else

Q&A with Steve Ackerman of Somethin’ Else  and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. You can enter here.

General questions:

Q: Why should agencies/advertisers enter the World Media Awards?
Steve: Top work needs to be confirmed as such. It’s a way to showcase work, win new clients and gain attention for great work.

Q: What are you hoping for most when you judge the awards?
Steve: To see a high standard of creativity and hopefully some work that pushes boundaries. Most of all I want to see work that truly understands the audience it’s designed to target and has evidence of having done so.

Q: What advice can you give potential entrants for creating a winning entry?
Steve:  Be concise and tell a clear story. If you can’t explain your entry clearly, then don’t expect judges to “get it”.

Content/native advertising questions

Q: What is the best content-driven advertising campaign you have seen in the past 12 months (which you weren’t involved in)?
Steve: I think both GE and Marriot have been clever and consistent in their approach to content and showing a strong understanding of how it can compliment their more traditional advertising.

Q: Podcasts are having a ‘golden moment’ in content-driven advertising. What’s driving their ascendance?
Steve: A combination of great tech (headphones are of a high standard now), great content and some stand out podcasts such as S-Town that have brought new users to the medium.

Q: Repeatable content is a big trend right now – so how do you create a campaign that will bring consumers back again and again? And do brands need to start thinking and budgeting differently to sustain this kind of ongoing content creation, rather than using the traditional campaign model?
Steve: Repeatable content is more than a trend – it’s the key way brands need to think if they truly want to use content to best effect. Brands are in a battle for eyes and ears with all the other major content creators (BBC, Netflix, newspapers etc). They are specialists in repeatable content and building relationships with audiences. Brands need to learn from and copy this behaviour rather than think with a campaign mindset.

Q: Content needs to be able to attract audience’s attention, not simply disrupt and annoy. What’s the key to truly engaging content?’
Steve: Think of the audience first and how to attract them, rather than thinking of the brand first and what it wants to say.

Q: What role does social media play in content-driven advertising campaigns?
Steve: It’s a crucial component and like saying you’ll make a TV show without trailers for the show. It also offers a great opportunity to build audience interaction into strong creative thinking.

Q: What are the killer questions an agency/media owner should ask a client to ensure that their content brief is fit for purpose?
Steve: Now that would be telling!

International planning questions

Q: How do you balance planning and implementation of cross-border branded content campaigns between ‘local’ offices and ‘head office’?
Steve: Completely depends on the creative, but without local input, the risk of not understanding cultural nuances is high.

Q: What is the key to finding a content marketing idea that can translate across borders?
Steve: Thinking about the passion points we share, leads to creative touchpoints that can appeal in different territories. But every idea needs adapting to reflect local subtleties.

About you:

Q: What was your first single/music download?
Steve: The first thing I bought was a cassette. I’ll explain another time. It was ABC The Lexicon of Love.

Your favourite TV series?
Steve: Nothing will ever beat The Wire. Ever.

Q: Your favourite drink?
Steve: A well made Negroni or a high quality Malbec.

 

 

 

Q&A with Neil Wirasinha, SVP International Advertising Media, Universal Pictures

Q&A with Neil Wirasinha, SVP International Advertising Media at Universal Pictures and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. You can enter here.

General questions

Q: What are you hoping for most when you judge the awards?
Neil: Real creativity in media – not a just placement of great creative, but the insight and process that delivers the right message in the right environment

Q: What advice can you give potential entrants for creating a winning entry?
Neil: Always know your strategy and how to execute it

Content/native advertising questions

Q: What is the role of the media agency in content-driven advertising?
Neil: Inherently know the audience you are trying to connect with, know how to have a compelling content relationship and how to measure the success and how to learn and repeat the process.

Q: What role does social media play in content-driven advertising campaigns?
Neil: Social is a powerful connection with your customer and its important to try an understand its role and what it informs your about your customers. Be do not accept all data points as being equal some have a more direct influence than others. Understanding and evolving this dynamic is important

International planning questions

Q: What three pieces of advice would you give a brand about to embark on a branded content campaign that needs to work across multiple countries/regions?
Neil: One size does not fit all, but similarities do exist

Q: How do you balance planning and implementation of cross-border branded content campaigns between ‘local’ offices and ‘head office’?
Neil: Both have a role and it depends on the insights, ambition and content journey both HQ and Local teams are focussed on. The broader strategic thinking is often more central led and local markets are always best placed to maximise tactical thinking. The blend and phasing of both is important

About you

Q: Your favourite film?
Neil: The Goonies

Q:Your favourite app for work? And for leisure/personal use?
Neil: Citymapper

Q:Your favourite drink?
Neil: Japanese Whisky

Q&A with Jorg Dietzel, Head of Creative / Sales Media, Audi AG

Jorg Dietzel, Head of Creative / Sales Media at Audi AG and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. You can enter here.

General questions:

Q: Why should agencies/advertisers enter the World Media Awards?
Jorg: For recognition of their work and to win clients and talent.

Q: What are you hoping for most when you judge the awards?
Jorg: To be inspired by great ideas.

Q: What advice can you give potential entrants for creating a winning entry?
Jorg: Make it relevant, original, impactful.

Content/native advertising questions

Q: What are the most important factors to consider when creating content-led advertising? (e.g. story, relevance, length of content, type of content, media partner)?
Jorg: Create a story with a global truth, be authentic, push it in different platforms.

Q: What is the role of the media agency in content-driven advertising?
Jorg: To identify the right platform and the right amount of seeding.

Q: Podcasts are having a ‘golden moment’ in content-driven advertising. What’s driving their ascendance?
Jorg: Easy to listen to on the move.

Q: Repeatable content is a big trend right now – so how do you create a campaign that will bring consumers back again and again? And do brands need to start thinking and budgeting differently to sustain this kind of ongoing content creation, rather than using the traditional campaign model?
Jorg:  Put the brand first, think about what the core of the brand is and plan long-term. Once you have found a story, stick with it.Content needs to be able to attract audience’s attention, not simply disrupt and annoy. What’s the key to truly engaging content?’ Authentic, surprising, human stories.

Q: Content-driven marketing is often associated with higher volumes of content but often lower production budgets than traditional advertising – how do you achieve great content without compromising craft?
Jorg: It’s all about the idea and what level of execution the idea needs.

Q: What are the challenges to advertisers/agencies of creating content-led advertising campaigns that work across a number of competitive media owners? How can they overcome them? And should media owners collaborate more to grow their overall share of content?
Jorg: The challenge is definitely achieving impact – even great content needs to be seen and heard. To fully trust in organic reach isn’t enough.

Q: How do you measure success when it comes to content-driven advertising?
Jorg: Engagement through clicks, sharing, feedback.

Q: What role does social media play in content-driven advertising campaigns?
Jorg:  Probably the most authentic and credible platform.

Q: With so many new content platforms and formats available, how do you make branded content campaigns work across a variety of different platforms?
Jorg: Develop the idea first and then understand the rules of the platform and adapt the creative accordingly.

International planning questions

Q: What three pieces of advice would you give a brand about to embark on a branded content campaign that needs to work across multiple countries/regions?
Jorg: Check if the idea is truly a human truth that will travel globally. Look at where your targets are and choose channels accordingly. Push the content with media, at least initially.

Q: How do you balance planning and implementation of cross-border branded content campaigns between ‘local’ offices and ‘head office’?
Jorg: Ideas can come from anywhere, the market or the head office. It’s about recognizing its potential and then make it available to the markets by supplying it rights-free, for example. Make it as easy as possible (regarding money, timing) for markets to use.

Q: What is the key to finding a content marketing idea that can translate across borders?
Jorg: Have an international team that can judge suitability, have an international agency.

Q: What do you need to look for in your media partner(s) when planning an international content-driven advertising campaign?
Jorg: Global reach. Clever targeting. Innovative formats.

About you

Q: Your dream holiday destination?
Jorg: Singapore.

Q: Your favourite band/artist?
Jorg: Queen.

Q: Your favourite film?
Jorg: A Single Man.

Q: Your favourite TV series?
Jorg: Suits.

Q: Your favourite app for work? And for leisure/personal use?
Jorg: Facebook for both.

Q: Who are your creative heroes and why?
Jorg: Neil French, John Hegarty. Both inspired me.

Q: Your favourite restaurant or bar?
Jorg: Vault82 in Seoul.

Q: Your favourite meal?
Jorg: Japanese.

Q: Your favourite drink?
Jorg: Gin and Tonic.

Q: Your guilty pleasure?
Jorg: Long Haul flights in business class with champagne, movies and a good book.

Q&A with David Goodall, Managing Director, Havas Media International

David Goodall, Managing Director at Havas Media International and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. Find out how to enter

General questions

Q: What are you hoping for most when you judge the awards?
DG: To see the gold standard of international media planning

Q:What advice can you give potential entrants for creating a winning entry?
DG:Make your entry clear, concise and make sure the excellence shines through, do not overload with information so that they key points are drowned out.

Content/native advertising questions

Q:Podcasts are having a ‘golden moment’ in content-driven advertising. What’s driving their ascendance?
DG: Unrivalled attention of the listener and something new and unexpected in a meaningful context

Q:Repeatable content is a big trend right now – so how do you create a campaign that will bring consumers back again and again? And do brands need to start thinking and budgeting differently to sustain this kind of ongoing content creation, rather than using the traditional campaign model?
DG: A strong link to the brand’s heritage/purpose and a scalable idea that works with an always on mindset

Q:What are the killer questions an agency/media owner should ask a client to ensure that their content brief is fit for purpose?
DG: What are the KPIs? And can we measure it?

International planning questions

Q:What distinguishes the ‘international’ target audience from ‘domestic’ audiences – and how granular can you be in your media targeting?
DG: Depends on the target audience, generally speaking, the more affluent they are, the more alike they are

Q:Do some content platforms work more universally across multiple regions than others? E.g. does video work well everywhere but editorial content work better in some regions than others?
DG: Video works well everywhere, editorial depends on country and TA

About you:

Q:Your dream holiday destination?
DG: California

Q:Your favourite film?
DG: It’s a wonderful life

Q:Your favourite app for work? And for leisure/personal use?
DG: Work = Twitter, personal = Instagram

The Possibilities are Becoming Endless

Starcom’s Jodie Stranger on guiding clients through the complexity of data and creative tech, what media agencies bring to content creation and co-chairing the WMA jury.

With the seemingly endless possibilities presented by new platforms, touchpoints and tech, media agencies are finding themselves in the middle of a precarious balancing act when it comes to developing content strategies. For Jodie Stranger, Starcom UK group CEO and president of global network clients EMEA, there’s a sweet spot for clients who are both excited and overwhelmed by options.
Data-powered dynamic advertising, personalised programmatic, live streaming, VR, PR, chatbots… there are a lot of rabbit holes to tumble down, but each option brings its own practical challenges in terms of production, scheduling, juggling assets – and those challenges multiply as campaigns roll out across different international markets.
“I speak to more and more clients who love the thought of all the opportunities that can come with technology and how data and creativity can fuel all those solutions… but at the same time, stitching it all together can be a headache and quite a lot of responsibility – and a lot of time, blood, sweat and tears for the agency and the client. So I think [you need to find] that balance where you can drive that brilliant work without completely burdening the folks who have to deliver that.”
That balance is something that Jodie will be looking out for when she judges the World Media Awards in Spring. This year Jodie is a co-Chair of the jury.
“It will be interesting to see how the work that is presented is bringing forward all the merit that it should be in terms of business outcomes, creativity, smart use of data and tech but is also simple and is not overly complex in its execution and in the consumers’ ability to engage with it and engage with the brand. I look forward to seeing how that pans out.”
The awards specifically looks at content-driven advertising that has been targeted to at least four countries, something that’s particularly relevant to Jodie right now. At Starcom, they’ve been reorganising their client teams so that local market talent and international talent can work more closely together.

READ THE FULL INTERVIEW