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The Future Of Content-Led Marketing Around The World Report In the News

Survey: Brand activism on the rise – Advanced Television

Brands Told To Pick A Cause For Relevant Content Marketing – Media Post

Brand activism is on the rise in content campaigns – Warc

World Media Group survey identifies activism as key campaign benefit – Bizzcommunity

El activismo de marca cobra importancia en las estrategias de branded content – Marketingdirecto.com

New survey suggests brand activism is on the rise – BusinessGhana

Content marketing trends: ‘brand activism’ on the rise – Netimperative

Tags 2020, brand activism, Branding, brands, cause marketing, content-driven marketing, content-led marketing, Global, marketing, Survey results, WMG, world media awards 2020

Belinda – What’s the biggest change you’ve seen in content marketing since the awards began five years ago?”

Josh – First, it’s worth defining Content Marketing as I think it gets misinterpreted far too often. Real Content Marketing can be defined as “creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.” Ultimately this is akin to an always on publishing model and as such is not something that can be ‘turned on and off like a campaign.’ What that means is that brands doing this properly have had to create very unique infrastructures. So I think the biggest change we’ve seen is those brands that that are embracing proper Content Marketing are really structuring properly to deliver.

Belinda – What do you think will be the biggest trend in content marketing in 2020?

Josh – Reality is that real Content Marketing isn’t annual ‘trend based.’ Yes, there are winds of change, but these are the same winds of change that impact the entire publishing market. I’m hoping the biggest trend in Content Marketing is that marketers understand the times when it’s a truly useful tool in their arsenal and times when it’s not the answer.

With that in mind, and it’s a broader trend, it’s worth looking at how the many of the originators of Content Marketing – the Direct to Consumer brands like Harrys and Casper – now understand that to kick start a new phase of growth they need to compliment Content Marketing with Broadcast.

Belinda – Which new innovation do you think has the potential to have the greatest impact on the consumption of content marketing?

Josh – Given a huge amount of Content Marketing is language based I think the recent advances in NLP (natural language processing) has the potential to really help refine content strategy. From understanding topics that will be interesting to optimising language to make content more sticky.

Belinda – How is data changing the way you design your content strategy?

It’s an obvious thing to say, but data is at the core of any Content Strategy but that many brands miss the requisite data to be able to implement a content marketing approach properly. Yes data is integral when identifying what content you should make but the piece that is often missed is using data for success attribution (because if you can’t do that then you can’t make the case for investment!). As mentioned earlier, it’s no surprise that the brands excelling in this space are Direct to Consumer brands – because they will actually be able to tell you the ROI of Content Marketing and conversely, it’s why so many larger brands fall down in this space – because within their complex communications systems they are unable to unpick the effectiveness of Content Marketing in isolation.

Belinda – How can brands use content marketing to align themselves with particular values or topical issues?

The core of a good Content Strategy is becoming synonymous with a specific topic. But we shouldn’t let ‘topic’ and ‘topical’ become confused – because a good content strategy needs to be rooted in a topic the brand has the authority to make always on content about and nuanced by topical sentiment. A bad Content approach would be trying to jump on a short term topical bandwagon.

Belinda – Can you sum up the holy-grail of content-marketing in one sentence?

I’ll do it in one word. Attribution.

Belinda – What is the secret to implementing a successful cross-border advertising campaign?

A central strategy generated with local market input.
A central insight and idea that is executed according to local cultural nuances.
A simple universal human truth at the heart of the campaign.
Share and reapply learnings across markets.

Belinda – What’s the key difference between targeting a domestic audience and an international one?

The question to ask are the same whether domestic or multi-market: where is the growth going to come from? What motivates that audience? How can we apply that to our brand? Are there meaningful differences between different groups within the audience? How does that affect the way we treat them?

Belinda – How can you measure the success of your partnerships during an international campaign?

Whilst media measurement is local to market, success should be determined by long- and short-term business metrics.

So brand tracking against metrics that drive long-term business success, along with sales / share are key metrics.

Belinda – What is the best content marketing campaign you’ve ever seen? And why did it stand out?

The reality is that Content Marketing can never be looked at from a ‘campaign’ based lens. That’s framing it as something inherently short term – which Content Marketing in its true form isn’t.

And the reality is that as agencies we often have a blind spot when it comes to truly effective content marketing because so much of the best stuff is done by smaller D2C companies really making it pay off for them. For example there is a Direct to Consumer Beer Brand called Beer 52. They have developed a magazine called Ferment Magazine. This isn’t a campaign but a fantastic example of genuine Content Marketing.

Belinda – Why is benchmarking and celebrating great international advertising strategies essential for the success of the industry as a whole?

The world is getting smaller, clients are seeking greater consistency across territories and the opportunities to deliver brilliant international campaigns are growing every year. It is important for our industry and our craft to be able to publicly identify the best work and to be able to illustrate its impact so we all have a north star to aim for.

Belinda – What is your top tip for creating a winning entry?

An insight that is recognisable as a universal human truth;
A big idea which makes me wish I’d thought of it myself;
Creative media execution that is flexed according to local market nuances.
Business success that can be attributed to the media activity.
Work that leads the industry into new territory.

Joshua Krichefski is part of our World Media Awards Jury 2020, as our co chair judge. Read more about how to enter, but remember not to forget the top tips here from Joshua! We look forward to reading your entry.

Belinda – Why is benchmarking and celebrating great international advertising strategies essential for the success of the industry as a whole?

Sital – This helps us spot and recognize talent while commending great work done and milestones reached across geographies within an ever dynamic and challenging industry that we are part of as we look to connect and build relationships with our evolving consumers.

Belinda – What is your top tip for creating a winning entry?

Sital – Writing & Storytelling. How you craft the entry and tell your story is critical to grab the attention of the jurors and what helps your entry to stand out in a crowd. When detailing out what a specific campaign achieved, be sure to focus on how this drove business outcomes rather than just delivering campaign outputs.

Belinda – What is the secret to implementing a successful cross-border advertising campaign?

Sital – While defining the ‘What’ – It’s important for such a campaign idea to rise above the specific cultural & geographical nuances which tend to vary and instead focus on the universal human truths and relate these to the proposition being advertised. When it comes to the ‘how’ of communicating, it comes down to finding the relevant common denominators – not the lowest but the highest common emotional denominators, which can help connect with audiences across borders. With these elements in place, simple storytelling seems to have almost always worked.

Belinda – What’s the key difference between targeting a domestic audience and an international one?

Sital – In my view there is not much difference. One can say we tend to know more about domestic audiences and hence it is easier to manage them. However in today’s day & age of 24×7 global connectivity where audiences are not just consumers but also creators, editors & influencers – its important for those targeting either domestic or international audiences to keep ears to the ground and eyes on the ball – be ready to respond, optimise and on ‘always on’ mode.

Belinda – How can you measure the success of your partnerships during an international campaign?

Sital – Foremost, its absolutely critical to have a shared understanding of success criteria and KPIs with each individual partner prior to the launch of the campaign. Depending on objectives and stages of a campaign, these might differ and hence its important to have prior agreement on these. A brand building campaign would have clearly different success metrics compared to one that is planned to drive performance marketing. Once we have aligned objectives, it becomes easier to put measurements in place with the right timeframes to measure success. Increasingly of course in recent times we have been swaying significantly towards harder & business driving metrics to define and measure success of partnerships.

Sital is a member of the World Media Awards Jury 2020. He is joining the other esteemed members of Jury and will be discussing all of your entries for the awards this year. We are open for entries, to see how you can enter and share all your great work. Go to our How to Enter page.

Belinda – What particular challenges are there in the Financial Services sector?

Christoph – The Financial Services Sector is rapidly changing due to many new market entrants from the financial technology side including the BigTech firms. As such, margins are under pressure and marketing spend is significantly under scrutiny. At the same time, financial services companies need to constantly demonstrate their evolving value proposition as well as their important role in the new environment which calls for very targeted and differentiated marketing activities.

Belinda – And what would you consider to be an essential component of a successful campaign in that sector?

Christoph – A successful marketing campaign in the financial service sector will show how added value was created for a distinct target group with identifiable benefits in addition to the commercial success of the campaign for the financial service company.

Belinda – What’s the biggest change you’ve seen in content marketing since the awards began five years ago?

Christoph – The digital channel explosion makes it increasingly harder for marketers to be everywhere where their clients are whilst managing limited staff- and budget resources.

Belinda – What do you think will be the biggest trend in content marketing in 2020?

Christoph – In B2B marketing, I see a growing trend for short digestible fact and insights- based information nuggets in form of podcasts, authentic videos (not studio produced) and short articles, all of which can be promoted easily through social sharing.

Belinda – Which new innovation do you think has the potential to have the greatest impact on the consumption of content marketing?

Christoph – Not necessarily new, but programmatic advertising helps drive contextual attention to matching content. Banner ads are dead – long live contextual banner ads.

Belinda – How can brands use content marketing to align themselves with particular values or topical issues?

Christoph – Successful content marketing is closest modelled to an in-person human interaction by being genuine, original, relevant, helpful and naturally aligned to the persona of a brand and its values. Trying to own topics that are in fashion but do not fit the brand persona dilute credibility of content marketing.

Belinda – Can you sum up the holy-grail of content-marketing in one sentence?

Christoph – Give more than you ask for in return

Belinda – What’s the key difference between targeting a domestic audience and an international one?

Christoph – The complexity grows exponentially and with it your need for partners who understand multi-market requirements.

Belinda – How can you measure the success of your partnerships during an international campaign?

Christoph – By agreeing key metrics and frequently holding whistle stops in order to adjust as necessary

Belinda – Why is benchmarking and celebrating great international advertising strategies essential for the success of the industry as a whole?

Christoph – The most important lessons for improving your own marketing are not learnt whilst sitting in the office but by engaging in a continued industry dialogue. Awards play an important role in showcasing industry best practise against defined criteria and judged by practitioners.

Belinda – What is your top tip for creating a winning entry?

Christoph – Mark Twain said: “I didn’t have time to write a short letter, so I wrote a long one instead”. The same principle applies to good pitches as it is incredibly hard to condense vast amounts of facts and information into a short summary. However, it is worth doing this because it distils the very essence of the “Why is this pitch special” for the judges who read loads of entries. Data and facts speak volumes.

Christoph is a member of our Jury for the 2020 World Media Awards. To find out more about the awards and the criteria to enter, visit our How To Enter page.

Belinda – What’s the biggest change you’ve seen in content marketing since the awards began five years ago?”

Katya – Tempting to say the rise of audio; however, the rise of stories as a definitive format across Snapchat, Facebook, Instagram, YouTube has had a more fundamental, habit-forming impact on our content consumption and content efforts from both brands and media. Visually rich, “tap for more” stories have created a new avenue for audience development and engagement, creative expression, and format innovation.

The other areas that have seen a tidal wave of movement are measurement – beyond just views and page views; long-form video – in 2015 the debate was ‘is 90 seconds too long” vs. today’s “is 9 minutes too short’; and yes, the rise of audio and voice products.

Belinda – What do you think will be the biggest trend in content marketing in 2020?

Katya – I would like it to be simplicity. Sometimes it feels like the quest for “never-been-done-before” media-firsts adds layers of complex design, animation, and visual effects to communicate a point that may just as well be shared with a simple meme. Requests for sponsoring or creating branded podcasts will remind us of Groundhog Day. The could-be-big theme of 2020 – the year of big global events and significant anniversaries such as the 50th anniversary of WEF, the 50th Anniversary of Earth Day, 2020 Olympics, Expo 2020 Dubai, the US Presidential Elections and more – could be the “eventification” of content.

Belinda – Which new innovation do you think has the potential to have the greatest impact on the consumption of content marketing?

Katya – Since Gutenberg’s press, the speed of content delivery has been the most critical innovation, which enabled further breakthroughs in content creation and consumption. As you can gauge from numerous B2B and B2C campaigns – 5G is coming. High-speed infrastructure will enable even longer long-form content, faster real-time rendering for content personalization, and more impressive immersive media.

Belinda – How is data changing the way you design your content strategy?

Katya – Our DMP analyzes and stores user data while prioritizing consumer privacy and eliminating the need for cookies. The deep, first-party behavioral data is used to build more meaningful custom content that accurately reflects consumer preferences.

Belinda – How can brands use content marketing to align themselves with particular values or topical issues?

Katya – Brand Activism is a topic of much debate and interest at the moment. The companies behind the world’s most powerful brands have enormous resources to champion change. Many have shown support for the UN’s Sustainable Development Goals, rallied behind movements, invented hashtags, and have taken an active point of view on divisive issues. Content with a cause, however, can quickly be labelled as woke-washing if the brand’s content does match the brand’s business practices. Crucially, the motivation here is what’s important: is the reason to align with topical issues primarily driven by commercial objectives [brand lift, reach etc.] or by an almost altruistic quest to achieve behavioural change beyond the corporate P&L?

Belinda – Can you sum up the holy-grail of content-marketing in one sentence?

Katya – An audience inspired towards positive action through time well spent with your content.

Belinda – What is the secret to implementing a successful cross-border advertising campaign?

Katya – More so a key strategic consideration rather than a secret: finding the right partner(s) with proven, cross-border audience engagement capabilities. And that’s what World Media Group members bring to the table: an engaged and willing to be informed audience, already engaged in an intelligent conversation that transcends borders.

Belinda – What’s the key difference between targeting a domestic audience and an international one?

Katya – Language. And taking time to understand the mindset of an international audience.

Belinda – How can you measure the success of your partnerships during an international campaign?

Katya – Success metrics vary; however, if measured results share a consistent, positive trajectory across key metrics for all the international markets then the media selection strategy, audience targeting, and core content proposition have been effectively applied and executed.

Belinda – What is the best content marketing campaign you’ve ever seen? And why did it stand out?

Katya – Best ever, in the history of humanity is the Michelin Guide. The brothers were spot on [just like so many of today’s new media outlets] to focus on the audience passions for food and travel and in the process, developed an [e]commerce lifestyle powerhouse while promoting the premium qualities of the core brand. Most recently, “Bedroom Habitats” from IKEA and NatGeo – irreverent, yet factual and focused on a core human need – a good quality sleep.

Belinda – Why is benchmarking and celebrating great international advertising strategies essential for the success of the industry as a whole?

Kayta – Life-long learning is now a megatrend. We can all learn from each other, inspire each other, and boost confidence in the times when the industry calls to rethink, re-evaluate and reimage everything galore. Award-winning strategies that prove advertising and media effectiveness on an international scale allow us to take the industry forward and set higher standards collectively.

Belinda – What is your top tip for creating a winning entry?

Katya – Don’t just rely on zeitgeisty buzzwords to make your entry stand out. It is highly likely we’d see quite a few entries with a heavy word count for “authentic,” “data-driven,” “storytelling” with “purpose.” So make the narrative of your entry standout through bravery, humour, and wit. And one small, hopefully useful, test – imagine you are pitching your campaign as a behind the scenes/tell-all documentary to Netflix et al. What would be the logline to pitch the conflict and intrigue of your campaign in just one sentence? A compelling “logline” in the opening paragraph of your award entry will entice the judges to find out more.

Katya Ionova is one of our World Media Award Judges for 2020. Our judges will be looking for content driven campaigns with international influences, to find out more about the World Media Awards and how to enter CLICK HERE

Belinda – What’s the biggest change you’ve seen in content marketing since the awards began five years ago?”

Cathy – More and more brands are investing in brand entertainment as a ‘must have’ rather than a ‘nice to have’. Our recent DAN CMO survey found that nearly three-quarters (73%) of CMOs see investment in creativity and big ideas as essential to cutting through the noise.

And brand entertainment is challenging the supremacy of traditional interruptive advertising – Marc Pritchard of P&G (a Carat global client) recently spoke on this at length in Cannes. Highlighting the fact that as many as seven out of ten people find ads annoying when they interrupt the entertainment that they watch and highlighting the need for brands to develop new creative partnerships with the worlds of entertainment such as journalism, filmmaking and music.

Belinda – What do you think will be the biggest trend in content marketing in 2020?

Cathy – Trends in Brand entertainment still to some degree reflect the trends in traditional entertainment such as the importance of audience interactivity. Netflix’s ‘Bandersnatch’ is still held up as a market-leading example of the genre and brands like Tinder and Porsche have been experimenting with this on their own and with partner platforms. It’s a creatively complex and potential expensive route, but I expect to see more brands exploring this space in 2020.

Belinda – How can brands use content marketing to align themselves with particular values or topical issues?

Cathy – Brand entertainment provides a fantastic opportunity for brands to tell stories that are important to their consumers and we know that consumers actively expect brands to create social impact. Example: Vodafone’s recent partnership with Marvel Studios around Captain Marvel that stepped outside of the bounds of a traditional film partnership by featuring real-life female heroes in the content as part of VDF’s goal to support 50 million women by 2025. That said, any brand content programme still needs to be linked to real, measurable action. Modern consumers are hyper alert to potential ‘green-washing’ and any brands who choose to engage in this space need to prove both authenticity and real action.

Cathy Boxall, SVP Brand Entertainment, UK Lab joins the World Media Awards 2020 Judges to discuss the changes and trends that she sees today in content marketing. To find out more about the World Media Awards and how to enter CLICK HERE

Belinda – What particular challenges are there in the Media & Entertainment sector?

Robbie – Advertising campaigns within Media & Entertainment are seeing an increasing over reliance on personalisation that is probably caused by the fact that most of the industry has become digital. This has created really lazy campaigns that are based on fairly rudimentary data signals instead of true insights. While this type of campaign does deliver efficiency, it’s often at the expense of true brand campaigns and scale, which is causing amazing short-term results that are negatively effecting the long-term health of brands.

Belinda – What would you consider to be an essential component of a successful campaign in that sector?

Robbie – It’s most important to establish an emotional connection with your audience by telling a compelling story and finding a way to relate to them beyond the features of your products/ services. How you using your content, influencers or partnerships in a way that is both relevant to your brand AND matters to your audience?

Belinda – There’s an increasing trend of brands moving their advertising in-house. What do you think the advertising landscape will look like in five years’ time?

Robbie – There is? I think there was! I’m not sure it’s quite a trend anymore and we are seeing a lot of brands going back to agencies. I think what brands are realizing is that while you need some expertise in-house, an agency gives you perspective of what good really looks like… so you’re not drinking your own Kool-Aid. I think what brands will keep in house is more strategic and creative thinkers who work with an agency team of like-minded thinkers to bounce around ideas. Once a great campaign is locked then the agency will also handle execution because it’s difficult for brands to scale those teams.

Belinda – Which new innovation do you think has the potential to have the greatest impact on the consumption of content marketing?

Robbie – I don’t think there are any new innovations that are currently changing the consumption of marketing. What is most important for marketers is how to be disruptive with what already exists. Streaming is one example of an area that I think there is the potential for further disruption, both by streaming services and brands, but I wouldn’t call that innovation.

Belinda – How is data changing the way you design your content strategy?

Robbie – We’re moving away from over targeting audiences. If you need to make 1000 pieces of content for 1000 different segments then you’re doing something wrong. You look at what brands that have remained successful and they are telling compelling stories that have mass appeal, with some nuances based on ‘culturalizing’ their content for different groups or markets.

Belinda – How can brands use content marketing to align themselves with particular values or topical issues?

Robbie – Take a look at macro cultural trends. This isn’t an option, it’s something you have to do. Otherwise you are just looking at data without context – which is looking at shadows of people and what they did, not the people themselves. It’s also more important for brands to stand for something than align to a cause. If you do want to align to topical issues or represent causes you definitely can! But your entire company needs to be representative of that cause or you’ll be found out by consumers. For example, if you want to stand up for women’s rights, then are you paying women equally? Does your board have 50% women? All this information will be found out by consumers and if you don’t embody the cause you are marketing then you’re done for.

Belinda – Can you sum up the holy-grail of content-marketing in one sentence?

Robbie – Start with an insight based in human truth.

Belinda – What is the secret to implementing a successful cross-border advertising campaign?

Robbie – You still need a consistent narrative that can stretch across borders. This is becoming more and more important given how quickly messages spread online and how irrelevant location is becoming. Any good idea is based on a clear and actionable strategy and this strategy needs to have the ability to be nuanced locally based on local cultural and audience insights.

Belinda – What’s the key difference between targeting a domestic audience and an international one?

Robbie – If you are going international you need to ensure that you’re not too focused on local execution or insights. You need to consider a broader audience and macro cultural trends. Having worked in the US for a US company for the last few years this is something we are acutely aware of when developing campaigns to ensure we aren’t excluding, offending or confusing our global audience.

Belinda – How can you measure the success of your partnerships during an international campaign?

Robbie – Our KPIs for a campaign are based on your campaign objective. If this is the same across markets then your KPIs should be the same too. If you have different objectives per market than you should consider if your strategy needs to be reworked for particular markets.

Belinda – What is the best content marketing campaign you’ve ever seen? And why did it stand out?

Robbie – Nike’s Dream Crazy was the best piece of content I saw from last year. The way they consistently executed their story across multiple pieces of content and partners was an example of great storytelling. Unfortunately they also experienced the dangers of representing a cause/ societal topic in diversity, because it was exposed that they were stopping payments to their female athletes when they got pregnant. This saw the campaign end prematurely and they faced backlash for their misrepresentation.

Belinda – Why is benchmarking and celebrating great international advertising strategies essential for the success of the industry as a whole?

Robbie – As the world continues to get smaller consistent international campaigns are going to become even more important for brands to tell compelling stories. Executing those international campaigns effectively across multiple markets requires not only great insight and strategy but also deft execution, and so the work should be recognised and judged separately to smaller local campaigns.

Belinda – What is your top tip for creating a winning entry?

Robbie – It’s all about your story. Your campaign was successful based on the story that you told your audience and you need to tell an equally compelling story to the judges on why your campaign mattered.

Robbie McCawley, Director Global Marketing Strategy, Electronic Arts (EA) and World Media Awards 2020 Judge discusses the importance of celebrating the effectiveness of content driven advertising and shares what he’s looking for in award winning entries. To find out more about the World Media Awards and how to enter CLICK HERE

Content-led advertising continues to grow as brands address social and environmental challenges

A new survey from the World Media Group (a strategic alliance of the world’s leading media brands) into content-led marketing suggests an increase in brand activism,with advertisers using content campaigns to align themselves with social and environmental issues. The survey, which questioned key influencers across advertisers, agencies, media brands and consultancies, asked respondents to list the most exciting trends in branded content campaigns.

Brand or content activism was one of the clear themes to emerge as a real opportunity for brands to engage with consumers on the issues that matter to them most. Almost one fifth of those surveyed rated ‘aligning a brand with a trend, issue or topic’ as one of the key benefits of a content campaign.

The research was carried out by the World Media Group, whose members include the Atlantic, Bloomberg Media Group, Business Insider, The Economist, Forbes, Fortune, National Geographic, Reuters, The New York Times, Time, The Wall Street Journal and The Washington Post, to provide context for the World Media Awards for cross-border, cross-channel content campaigns, which close for entry on 6^th February 2020.

Alex Delamain, President of the World Media Group and SVP, Head of Client Sales and Services at The Economist, says, “The clear trend towards brand activism revealed in the WMG content survey indicates just how important it is for marketers to acknowledge and respond to the zeitgeist. Consumers are no longer ‘brand loyal’, which means advertisers must work harder to stay relevant. Content campaigns provide a vehicle for brands to demonstrate their commitment to the social and environmental issues that people care about with authenticity and understanding.”

The next big thing in content-led marketing
The research also revealed the technology trends that marketers are most excited about and plan to use over the next 12 months. Audio/podcasts lead the way with 90% of respondents indicating they will use the technology in future campaigns. Voice technology and AR (augmented reality) came joint-second (89%), closely followed by increased personalisation (88%), events (85%), and VR (virtual reality) at 84%. While respondents expected to see growth in live video and 360°video, they anticipated a reduction in traditional long-form and short-form video.

Strengths of a content campaign
Respondents continue to view ‘brand engagement’ as the key strength of a content-driven campaign at 34%, followed by‘changing perceptions’ at 20%. In third place, ‘aligning a brand with a trend, issue or topic’ is increasing in significance, with 18% of those surveyed emphasising its value. This sentiment reflects the broader trend towards brand activism and the increased importance of brand purpose in maintaining consumer loyalty.

When looking at KPIs for content-led marketing campaigns, last year’s survey revealed that while brand engagement was the most popular objective, the most popular metric was increased brand awareness. This year’s survey demonstrates a better match between content-led marketing’s perceived strengths and the KPIs used for measurement. Whilst brand awareness is still important (27%), the most popular KPIs are a shift in brand perceptions (31%) and time spent with content (28%).

Think global, act local
When sharing their views on the secrets of success for content-driven campaigns, respondents consistently emphasised the importance of global themes made local. The survey shows that 71% of respondents adapt the global story for local markets, and 61% create content in a combination of local language and English (compared to 23% creating all in English and 16% using only local language). To implement a ‘think global, act local’ approach, 80% of those surveyed use an international network agency rather than multiple local agencies.

Content-led advertising continues to grow
The survey results indicate that content-driven marketing will continue its ascendancy with almost 80% of respondents believing it will grow over the next two years and 19% feeling that it will stabilise. Fewer than 2% suspect it will decline, down 3% compared with last year’s survey. Forty-one percent of respondents stated that in the projects they work on, a branded content element now makes up more then 50% of the campaign.

A credible editorial environment is key
While the excitement around new visualisation techniques such as AR and VR is tangible, it doesn’t top the agenda when selecting a lead media partner. In fact, their ability to offer such technology came last, named only by 1% of respondents. At the top of the list was the provision of a credible editorial environment (57%),followed by audience profile (52%) and quality of audience engagement (49%).

VIEW FULL REPORT

##ENDS##

Media contact:
Charlotte Panther
07834431206
charlottepantherpr@gmail.com

About the research: The World Media Group carried out the online survey for the World Media Awards from 2^nd September to 7^th October 2019. There was a total of 269 respondents working acrossthe following regions: UK, Western Europe, Central & Eastern Europe, USA &Canada, Middle East, South East Asia, Australasia, South America and Africa. Respondents were made up of key influencers in content-led marketing: 42% were from agencies, 34% from media brand studios, 11% were advertisers and 13% were consultants.

About the World Media Group: The World Media Group is an alliance of leading international media organisations that connects brands with highly engaged, influential audiences in the context of trusted and renowned journalism. Members include The Atlantic, Bloomberg Media Group, Business Insider, The Economist, Forbes, Fortune, National Geographic, Reuters, The New York Times, Time, The Wall Street Journal, The Washington Post and associate members: Moat, Smartology and The Smithsonian. Its aim is to promote award-winning journalism and the role of international media. Visit www.world-media-group.com for further information.

Tags survey 2020

The World Media Group had some really innovative entries for their recent World Media Awards. Take a look at this video to see all those entries who were shortlisted for the Grand Prix award.

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FOX Networks Group Wins the Grand Prix for its DEEP STATE Pan-European Marketing Campaign

London, Friday 5th April 2019:The winners of the 2019 World Media Awards were announced last night at an exclusive VIP event held at The Ham Yard Hotel in London with brands such as Amgen, Audi, Credit Suisse, Deutsche Bank, Formula 1, Incredible India, Samsung and Siemens receiving accolades for their entries. Hosted by the World Media Group*, the World Media Awards, now in their fourthyear, are the only global awards to recognise brands, agencies and media partners who, together, create the most effective cross platform, cross border, content-driven advertising campaigns.

The biggest winner on the night was FOX Networks Group, whose pan-European campaign for the espionage thriller series DEEP STATE, picked up the World Media Awards Grand Prix, as well as winning the World Media Award for the Media and Entertainment category. The winning campaign succeeded in heightening awareness for the ‘Deep State’ concept and igniting interest and conversation with its target audience even before creative material from the series was available. Following a global strategy with local activations, the campaign delivered an uplift in new audiences of nearly 40 percent.

The judges also praised Audi,winner of the Automotive category,for its innovative ‘Bring the e-tron to the Digital Airwaves’ campaign, which brilliantly exploited the podcast as a content channel, delivering outstanding results for the business. Formula 1 drove away with the prize for Luxury, Lifestyle & Fashion, and received a Highly Commended in the Media & Entertainment category, for‘Unleashing the World’s Greatest Racing Spectacle on the Planet’, a campaign designed to increase fan engagement by drawing them closer to the drama of F1 and creating active conversations around the brand. Incredible India’s entry,promoting the Indian sub-continent as a world-class tourist destination,took home the Travel & Tourism award fora campaign full of high impact imagery and visual storytelling, which was produced specifically for a mobile-first audience.

“The World Media Awards provide an important benchmark for innovation in international content marketing so we’re delighted to be awarded this year’s Grand Prix for the DEEP STATE marketing campaign,” said Antoine Chapuy, Senior Marketing & PR Manager, Fox Networks Group Europe & Africa.“We were up against an impressive line up of competitors so it’s testament to the hard work of our European and African marketing teams whose collaboration and execution was key to the success of the campaign.”

A panel of 30 senior jurors from leading advertisers, agencies and publishers, headed up by Co-Chairs Stacy Gratz, Global Media Director at Bacardi, Caroline Foster Kenny, CEO EMEA at IPG Mediabrands and Jim Piercy, Creative Director, Customer Studios EMEA/Asia at The Wall Street Journal, were taskedwith selecting the eight category winners and the Grand Prix winner from the many global submissions. This year saw a huge increase in entries from media brands, a reflection of the number of media owners that have established their own brand studios in recent years to create credible content.

Stacy Gratz, WMA judge and Global Media Director at Bacardi,said“We were delighted to receive an impressive array of submissions from all over the world as more and more brands embrace content as a way to tell their stories across multiple channels and borders.FOX Networks Group’s campaign for DEEP STATE is a great example of an innovative pan-market content strategy that has been executed seamlessly at the local market level across several countries. The campaign maximised cross-border collaboration to yield outstanding results overall, and is well-deserving of the Grand Prix award.”

For more information on the World Media Awards and to see the winning entries in full, visit http://sandbox.world-media-group.com/awards/2019-winners.

The winners of the World Media Awards 2019, along with comments from the judges about the category winners,are as follows:

Automotive
Winner – Audi e-tron: Bring the e-tron to the Digital Airwaves
Entered by: PHD GermanyCredits: iTunes, Podigee, Spotify, Soundcloud, Youtube, Deezer, Viertausendhertz

“This campaign showed some great insight around the power of podcasts. There was a clear business challenge and they told a great story of the development of the strategy, the implementation and results – and the business results were fantastic!”

Brand & Media Owner Partnership
Winner – Credit Suisse: The Power of Entrepreneurial Thinking
Entered by: Bloomberg Media Group

Credits: Havas International, Ipsos MORI

“This was a well-considered partnership. The content was audience behaviour led, digging down into the science of the entrepreneur and offers the audience real value. The results speak for themselves!”

Highly commended- Samsung Galaxy Note9: Selling a Phone with Hidden Powers
Entered by:Starcom
Credits: Epic Games, Ninja, SSSniperwolf, Markiplier, Ali-A, Harry Kane, Publicis Sport & Entertainment, R/GA

“This campaign benefitted from an intelligent strategy that highlighted a clear USP, creating exclusivity and virility in a beautifully crafted way.”

Corporate Influencer
Winner – Amgen JAPAC: The Cost of Silence
Entered by: The Economist Group

“In a very tough sector, this campaign delivered its message to the right audience, going above and beyond what you would normally expect.”

Financial Services
Winner – Deutsche Bank: Global Treasury Leaders Programme
Entered by: EI Advisory
Credits: The Economist

“This campaign has created long-term value, building a genuine community around specialist issues. It demonstrated clever targeting, was led by highly focused information and content, and delivered great business results.”

Lifestyle, Luxury &Fashion
Winner – Formula 1: Unleashing the World’s Greatest Racing Spectacle on the Planet
Entered by:Wavemaker Client Solutions London
Credits: Wieden+Kennedy

“This campaign needed to resolve a tough challenge – it was a well-presented entry, demonstrating a great, insight-led strategy and delivering superb business results.”

Media & Entertainment
Winner&Grand Prix Winner –FOX:DEEP STATE Pan-European Marketing Campaign
Entered by: FOX Networks Group
Credits: That Lot Agency

“The DEEP STATE campaign achieved amazing results – delivering an uplift in new audiences to the channel of nearly 40%. The entry incorporated innovative , creative solutions, with real-time, agile and responsive media and content choices..”

Highly Commended –Formula 1: Unleashing the World’s Greatest Racing Spectacle on the Planet
Entered by: Wavemaker Client Solutions London
Credits:Wieden+Kennedy

“This campaign created a turn-around for the brand, with multi-level touchpoints and bespoke strategies for different need-states.”

Technology & Telecommunications
Winner –Siemens: Reimagine the Game
Entered by: The Economist Group
Credits: Signal Noise TVC Group

“We loved the data-led story telling. This campaign had at its root an original idea and created engaging content around it.”

Travel & Tourism
Winner –Incredible India
Entered by: CNBC Catalyst

“This campaign benefitted from compelling content and new formats, leveraging CNBC’s premium traveller research insights to identify new opportunities – it also delivered strong results.”

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