Search results for: Category: Awards

Interview with Richard Stokes

Richard Stokes, Global Head of Content at Wavemaker, will join our experienced jury for the World Media Awards 2019, but prior to that, we caught up with him to discover his take on the key trends affecting global content-led advertising.

WMA: Why do you think it’s important to benchmark and celebrate great international advertising strategies?

RS: As everyone who’s worked on international clients knows, getting really brilliant work approved and delivered across national boundaries and cultures takes, in equal measure, great strategic thinking and blood, sweat, and sometimes, tears. So, it’s really important we recognise these efforts through these awards. 

WMA: As a judge, what are you hoping to see in the entries to the World Media Awards?

RS: I’m looking forward to seeing some fresh thinking, that in turn creates brilliant and meaningful content which consumers actively seek out/share/love. And of course, clear business outcomes of this effort and investment.

WMA: For brands in the travel and tourism sector, what are the particular challenges when targeting an international or cross-border audience?

RS: Simply that what might attract one nationality or culture to visit, say, a particular country or attraction could be very different to another nationality. The insight into culture nuance in this category is vital. That makes this a really tough category to nail when we think about international campaigns. 

WMA: What do you think is the key to truly engaging content?

RS: We’re frankly overwhelmed with content choices. So, to create truly engaging commercial content (that has a business outcome) takes real skill. It has to be as good as non-commercial content – so we stop interrupting what people are interested in, and become what people are interested in. How? By having an innate understanding of the audience and what moves them. 

WMA: What is the killer question an agency/media owner should ask a client to ensure that their content brief is fit for purpose?

RS: Why are we doing this? What do we want our audience’s reaction to be when they consume this content?

WMA: What distinguishes the “international” target audience from “domestic” audiences – and how granular can you be in your targeting?

RS: I don’t believe there is an ‘international’ audience per se. We should apply all that we know of an audience group and ensure we personalise content to the greatest extent possible. Even, as a minimum, to a segment or tribe that can exist across markets. 

WMA: What do you need to look for in your media partner[s] when planning an international content-driven advertising strategy?

RS: Audience insight, ability to target discreetly, interesting data sets, of course, a scaled audience of viewers/readers/users, potentially the content studio to partner with to create the content in the style of. 

Don’t forget to check out the categories for 2019 and how to enter the awards.

Interview with Alex Wood, Europe Editor at Forbes

Q&A with Alex Wood, Europe Editor of Forbes and also a judge for the World Media Awards which are now open for entries UNTIL 7TH FEBRUARY 2019. You can enter here.

Q: Why do you think it’s important to benchmark and celebrate great international advertising strategies?

Alex: Advertising is part of our everyday lives and living in the digital world we inhabit today, there have never been more creative options out there for marketers to access. Awards like these offer us the opportunity to celebrate the risk-takers and forward thinkers in the industry.

Q: As a Judge, what are you hoping to see in the entries to the World Media Awards?

Alex: Personally, I’m hoping to see campaigns that touch consumers emotionally through strong storytelling as well as innovative uses of new technology.

Q: For brands in the telecoms and technology sector, what are the particular challenges  when targeting an international or cross-border audience?

Alex: 2018 has challenged consumer trust and confidence in technology. We used to live in a world where technology was seen as an unquestionable a force for good, and now things couldn’t be more different. Data and privacy lie at the heart of this and with GDPR and the proposed changes in the US, balancing the needs for smart targeted campaigns against rapidly changing consumer expectations of privacy across difference countries is one of the biggest challenges.

Q: For entries in this category, are there any particular elements you would expect to see in a winning entry?

Alex: I would expect to see careful consideration of both cultural and regulatory differences between target consumers from different regions.

Q: Why do think there has been a growth in content-led advertising communications?

Alex: Storytelling is an inherent part of human nature and is almost as old as our species itself. Content-led campaigns are a natural response to a world where many of us feel overwhelmed with messages throughout our days.

I see the growth in content-led strategies as a positive move for the industry that brings us back to heart of good advertising – telling a compelling story.

Q: What do you think are the most important factors to consider when creating content-led advertising? [eg: story, relevance, length of content, type of content, media partner]

Alex: For me context is key. Brands need to respect and understand that consumers want different types of experience on different devices at different times of day to suit their natural schedule.

Also – from my experience of both running my own media business and now working for a global brand like Forbes, brands need to work with a partner that understands their audience and will guide them to produce the most compelling and engaging content.

Q: What do you think is the key to truly engaging content?

Alex: The key to truly engaging content is understanding your audience and touching them on a genuinely human level. I love it when brands produce genuinely useful content that is so insightful and entertaining that users share it just like any piece of editorial – for me that’s the sweet spot.

Q: How do you measure success when it comes to content-driven advertising?

Alex: For me it is dwell time and sharing. I see many other brands spending significant amounts of budget on promoting sponsored content through third party platforms. I believe if you get the content right – you shouldn’t need to promote further.

Q: What is the killer question an agency / media owner should ask a client to ensure that their content brief is fit for purpose?

Alex: “What do you want the consumer to feel after consuming this content?”

Q: What advice would you give a brand about to embark on a branded content campaign that needs to work in multiple countries or regions?

Alex: Instruct a partner with genuine on-the-ground local expertise. Don’t recycle and rehash content across regions even if they speak the same language.

Q: What do you need to look for in your media partner[s] when planning an international content-driven advertising strategy?

Alex: Instruct a partner with a genuine global reach with local offices and expertise. Hiring freelancers in different regions is not enough.

Shell Lights the Way with Top Prize at the 2018 World Media Awards

Shell and MediaCom win Grand Prix with Shell Brand GravityLight & Bedtime Stories Campaign

London, Friday 23rd March 2018:The winners across the eight categories of the 2018World Media Awards were announced last night at an exclusive VIP event held at The Ham Yard Hotel in London. Hosted by the World Media Group*, the World Media Awards, now in their third year, 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 Shell, whose global campaign ‘Shell Brand GravityLight & Bedtime Stories’ created by MediaCom, picked up the World Media Awards Grand Prix, as well as winning the World Media Award for the Corporate Influencer category.  Shell’s campaign was in conjunction with GravityLight, a foundation which aims to improve the lives of people without electricity by providing clean, safe and affordable lighting. They embarked on a 50-day GravityLight roadshow across Kenya, capturing the progress of the roadshow through video and social media, and also created animated videos of GravityLight ‘bedtime stories’ told by high profile influencers, such as singers Pixie Lott in the UK and Luan Santana in Brazil – all of which created strong consumer connections globally and transformed brand perceptions.

“The World Media Awards are a fantastic platform for demonstrating the value content offers brands for telling a powerful story that can resonate around the world, whether you are in London, Lagos or Kenya, ” saidWendy Orhan, Senior Brand Communications Managerat Shell. “We were amongst stiff competition with so many fantastic entries this year, so to walk away with the Grand Prix is a real coup, and testament to the amazing work of all the team who worked on this campaign including Gravity Light and MediaCom.”

A panel of 24 senior jurors from leading advertisers, agencies and publishers, presided over by four head judges – Arif Durrani, Executive Editor for EMEA at Bloomberg Media Group, Jodie Stranger, CEO UK Group and President Global Clients EMEA at Starcom, Publicis Media, John Rudaizky, Partner, Global Brand and Marketing Leader at EY and Jon Gittings, Chief Strategy Officer, Americas at MediaCom  – had the difficult task of selecting the eight category winners and Grand Prix winner from the many entries that were received from around the world.

Emma Winchurch-Beale, President of the World Media Group and International Sales Director at the Washington Post commented, “For all the World Media Group members, great journalism and excellent storytelling, using honest and authentic voices from around the world, are of paramount importance every day.  In fact, as the World Media Group celebrates its 20th Anniversary this year, we can say it’s driven us for 20 years! That’s why it’s been such a pleasure this year to see the amazing entries that embody these values, with Shell being a very worthy winner.”

For more information on the World Media Awards and to see the winning entries in full, visit www.wm-awards.com/2018winners.

The winners of the World Media Awards 2018 (along with comments from the judges about the category winners)are:

AUTOMOTIVE

Winner – Porsche: Cayman vs Drones

Entered by PHD Germany

Credits: FUSE Omnicom Media Group, Google

“This was a bold strategy and the client took a risk based on strong insights and a clear understanding of the target market.”

BRAND & MEDIA OWNER PARTNERSHIP

Winner – The Barilla Foundation: Food Sustainability Index

Entered by The Economist Group

“This partnership created a genuine tool, and the choice of partnership was crucial to its impact.  The tool lives beyond the campaign to help improve our world.”

Commended – Star Alliance: Connecting Cultures

Entered by Wall Street Journal [WSJ Custom Studios] and National Geographic

Credits: Atomic, Wavemaker

CORPORATE INFLUENCER

Winner – Shell: Shell Brand GravityLight & Bedtime Stories

Entered by MediaCom

“This platform targeted an ambitious audience of future influencers.  It was a very well thought through strategy, with strong engagement strategies generated by the creative approach.”

 FINANCIAL SERVICES

Winner – UBS: Driving Business Objectives: Impact Investing And Innovative China

Entered by Spark Foundry

Credits: Wall Street Journal, CNBC, Mashable

“This campaign had a rock solid strategy, leading to an unexpected combination of media selection and portfolio of content which delivered the results.”

 LUXURY, LIFESTYLE & FASHION

Winner – Hennessy XO: A New Perspective of the Silk Road

Entered by KR Media France [GroupM]

Credits: National Geographic

“This entry demonstrated great execution on an ambitious strategy, with a rich, indulgent and evocative creative exploration of experiential content and media.  It had an elegant approach to tying the Silk Road to the brand which created differentiation from other Silk Road content.”

MEDIA & ENTERTAINMENT

Winner – Warner Bros: Wonder Woman Project

Entered by MediaCom

Credits: Discovery Networks Latin America

“This campaign was cleverly translated to provide relevance to local LatAm markets – it extended the values of female empowerment presented in the film and engaged effectively with the target audience.  As Gal Gadot put it: to be a wonder woman, you don’t have to have super powers.”

TECHNOLOGY & TELECOMS

Winner – E.on: Tomorrow Is .On

Entered by Vizeum

Credits: Engine

“This entry demonstrated a strong creative approach in a challenging category.  The client’s objective was to differentiate itself from the competition and the campaign achieves this.”

 TRAVEL & TOURISM

Winner – Visit Faroe Islands and Atlantic Airways: Faroe Islands Translate

Entered by Sansir and Mensch

“This was a simple and genius idea, engaging the population of the Faroe Islands in a campaign to save their language, creating a viral campaign which generated awareness of a little-known territory.”

Commended – Finavia Corporation: #LIFEINHEL

Entered by Dagmar

GRAND PRIX

Winner – Shell: Shell Brand Gravity Light & Bedtime Stories

Entered by MediaCom

“The judges admired the sensitive and creative approach to repositioning brand perceptions of Shell as a company with purpose, creating an impact.”

 #ENDS#

 Media contact: Susan Perolls at LoudmouthPR, T 020 7981 9858, M 07904 236060, E susanp@loudmouthpr.co.uk

 *About the World Media Group: The World Media Group, hosts of the independent World Media Awards, is a strategic alliance of the world’s leading publications which incorporates the Bloomberg Media Group, The Economist, Forbes, Fortune, National Geographic, The New York Times, TIME and The Wall Street Journal, plus associate members Rezonence, Smartology and The Smithsonian. Its aim is to promote award-winning journalism and the role of international media. Visit world-media-group.com

 

 

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.”

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.