Search results for: Category: Awards

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

Content Tips and Top Picks from Adam Nunn

PHD’s Global Business Lead and World Media Awards judge shares insights into his content philosophy and his personal tastes.

Adam Nunn is Global Business Lead at PHD Global Business, London, as well as a globetrotter, adventurer and a judge for the World Media Awards which are now open for entries until 25th January 2018. You can enter here. Here are his thoughts and advice to potential entrants on what makes for great cross-border, content-driven advertising campaigns and a little bit of insight into what makes him tick.
About content:
LBB> What are you hoping for most when you judge the World Media Awards?
AN> To see some great, inspirational campaigns that are rooted in a clear, simple insight and demonstrate real creativity.
LBB> What advice can you give potential entrants for creating a winning entry?
AN> Keep the entry short, simple and to the point. Be clear on the insight, how the activation supported it and the results
LBB> What are the most important factors to consider when creating content-led advertising? 
AN> Make sure that it is a story/subject that the brand has the credibility to associate with and ensure that the length/lengths work and aren’t simply because ‘we need a film’. If working with a media partner, make sure that they are a proper fit with the brand and not a forced marriage. Allow the content to tell the brand story – resist the temptation to fill the content with unsubtle logos.

How to Cross Borders with Content

A selection of personal and professional insights from James Shoreland, Chief Client Officer at Initiative, IAA board member and World Media Awards judge.

The World Media Awards are now open for entries until 25the January 2018. You can enter here. One of the judges this year is James Shoreland, Chief Client Officer at the media agency Initiative and a board member of the International Advertising Association’s UK chapter.
 
Here are some quick thoughts and words of advice to potential entrants on what makes for great cross-border, content-driven advertising campaigns, plus a little bit of insight into what makes him tick.
About content:
 
LBB> What are you hoping for most when you judge the World Media Awards?
JS> To see jargon-free simplicity of thought, executed brilliantly.
LBB> What advice can you give potential entrants for creating a winning entry? 
JS> Keep to the brutal simplicity of the insight, its relationship to the strategy and the execution borne out of that.
LBB> What are the most important factors to consider when creating content-led advertising? 
JS> Cultural relevance, cultural relevance and cultural relevance.

The Key to Truly Engaging Content

MediaCom CCO, Americas and co-head judge for the World Media Awards Jon Gittings on what makes a great cross-border, content-driven ad campaign.

Based in New York, Jon Gittings is Chief Strategy Officer, Americas at MediaCom where he oversees strategic product and output for existing and prospective clients across North and Latin America. He is also a Co-Head Judge for the World Media Awards which are now open for entries until 25th January 2018. You can enter here. Here are his thoughts and advice to potential entrants on what makes for great cross-border, content-driven advertising campaigns and a little bit of insight into what makes him tick.

About content:

LBB> Why should agencies/advertisers enter the World Media Awards?

JG> Because it’s a great platform to recognise the impact of global culture/subcultures; because it represents social connectivity and influence across the world; these in turn drive the increasing ability of local trends to go global. All of which means that ‘internationalism’ in communications is alive and well and deserves to be celebrated.

LBB> What are you hoping for most when you judge the awards?

JG> Delivering effective global or multi-market work isn’t easy. People will always push back with “that won’t work in my market” or behave in a “not invented here” manner. The risk is that in an effort to appease stakeholders, global and multi-market work becomes bland or watered down. So above all, I’m looking for work that has survived this process and remains distinctive, imaginative and excitingly effective.

On top of that, I’d like to see the usual suspect boxes ticked: is it culturally impactful, is it a frictionless consumer experience, is it a smart use of data et cetera?

READ THE FULL INTERVIEW

Content Creating Tips from Visit Faroe Islands’ Guðrið Højgaard

After winning the Travel & Tourism category at last year’s World Media Awards, the CEO of Visit Faroe Islands is returning as a judge.

Guðrið Højgaard is Director of Tourism – CEO at Visit Faroe Islands and a judge for the World Media Awards, which are now open for entries until 25th January 2018. You can enter here. Having won the Travel & Tourism category at last year’s World Media Awards, here are her thoughts and advice to potential entrants on what makes for great cross-border, content-driven advertising campaigns; plus a little bit of insight into what makes her tick.

LBB> Why should agencies/advertisers enter the World Media Awards? 

GH> Firstly, because the world’s leading media companies are partners in the World Media Group network (who host the awards); plus, this is a ‘content-driven award’ rather than just ‘one more advertising award’.
LBB> What are you hoping for most when you judge the awards?
GH> To see how companies approach challenges with great communications.
LBB> What advice can you give potential entrants for creating a winning entry?

VIEW FULL INTERVIEW

 

Q&A with Jim Piercy, Creative Director, Custom Studios, EMEA/Asia at Dow Jones

Jim Piercy, Creative Director, Custom Studios, EMEA/Asia at Dow Jones 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?
Jim: Interesting creative executions that demonstrate an understanding of the client problem, and illustrate the solution clearly.

Q. What advice can you give potential entrants for creating a winning entry?
Jim: Be clear on the aims of the campaign, and crucially consider how the results reflect the original challenge. A common mistake is show results that bear no relation to the original brief.

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)?
Jim: Why have you chosen content? What is a content campaign doing that display (for e.g.) can’t? Why would the audience choose to spend time with your content piece?

Q. Content needs to be able to attract audience’s attention, not simply disrupt and annoy. What’s the key to truly engaging content?’
Jim: You have to consider the value the content gives the audience. The best content must inform or entertain – preferably BOTH.

Q. With so many new content platforms and formats available, how do you make branded content campaigns work across a variety of different platforms?
Jim: You have to be mindful of different formats/platforms and how they’re engaged with. There should be an overarching campaign structure and idea, but how that plays out across platforms and formats can be very different, or at least nuanced.

Q. What are the killer questions an agency/media owner should ask a client to ensure that their content brief is fit for purpose?
Jim: Why content? If they can’t answer that they need to go back and ask themselves what their strategy is.

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?
Jim: Again, be mindful of the reason for doing content. Content isn’t a media or a platform, it should be an idea – what does that idea mean for the client and, by extension, the worldwide audience.

Think about cultural differences – beyond things that could be offensive or sensitive. And that goes for English-speaking territories too. There are nuances in tone, humour etc that need to be understood.

Spend time in the target market.

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?
Jim: I don’t see any evidence of that, because the question talks about formats and not specific ideas. We need to frame the conversation for clients around world-class creative ideas, not how they’re being delivered.

About you:

Q. Your favourite band/artist?
Jim: Stevie Wonder

Q. Your favourite film?
Jim: A Room for Romeo Brass

Q. Who are your creative heroes and why?
Jim: Too many to list, but people who stuck to their vision and didn’t care what anyone else thought of it

Q. Your favourite restaurant or bar?
Jim: Bar Stories in Singapore – no menu, just chat to David and he creates a bespoke cocktail.
Restaurant – St John in London

Q. Your guilty pleasure?
Jim: I don’t feel guilty about any form of pleasure

In a World of Fake News Trusted Sources Are Invaluable

World Media Group President and Washington Post International Sales Director Emma Winchurch-Beale on the World Media Awards and the evolving world of brand content

The world of brand content is evolving and one of the most interesting groups to emerge is the media-owner content agencies. They’re bringing audience insight and journalistic know-how to play, giving clients a whole new set of toys to play with – as well as reliable and trusted media platforms to help clients and consumers in a world of fake news. The World Media Awards celebrates content from all corners; it’s run by the World Media Group to recognise quality content from its own respected brands like The New York Times, Fortune, The Wall Street Journal – as well as content agencies, media agencies and other studios. VIEW THE FULL INTERVIEW

Interview with Raquel Bubar from T Brand Studio

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Does branded content have to work harder than editorial and if so, how do you make that happen? Raquel Bubar of T Brand Studio shares her thoughts ahead of the World Media Awards 2018.