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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.
The World Media Group is delighted to announce Little Black Book as its media partner for The World Media Awards 2018 (WMAs). The WMAs, which are now open for entry, are the only international awards to celebrate the best in cross platform, cross border, content-driven advertising.
Emma Winchurch-Beale, President of the World Media Group and International Sales Director at the Washington Post, commented: “There is a great fit between Little Black Book and The World Media Awards. With a passion for creativity and international reach that reflects our own, they will be invaluable in spreading the word and encouraging more advertisers and their agencies than ever to enter the Awards.” READ MORE
They say that content is king, but who’s the king of content? The much-debated changing media landscape has seen an interesting range of new kinds of companies launch into the branded content arena – bringing with them a host of storytelling skills not often found in more traditional agency set ups.
The panel at the World Media Awards’ recent ‘Masterclass in Storytelling’ is a case in point. On stage, speaking to Bloomberg’s Executive Editor Arif Durrani, was an interesting bunch who showed that tapping into editorial skillsets and treating people as audiences (and not mindless consumers) may prove the key to helping brands win the battle for eyeballs and attention. READ THE FULL ARTICLE
We’re pleased to announce that The World Media Awards are now open for entries. Our awards were established three years ago to demonstrate the effectiveness of cross platform, cross border, content-driven advertising. Our independent Jury includes international advertisers, agency experts and editorial specialists, the Awards celebrate bold and creative strategies for engaging with international, influential audiences.
Why enter the World Media Awards?
- Demonstrate your capability to deliver great ideas for advertisers with multinational budgets.
- Have your work judged by an independent jury of leading advertising clients, agency representatives and international media owners.
- See your work celebrated in an advertising campaign valued at €500K, published by the World Media Group’s leading international media brands.
- These not-for-profit awards are simply about benchmarking the best work: they are free to enter. All we ask is that you consider donating to our chosen charity, Reporters Without Borders.
Following on from our October 2017 breakfast briefing, The Implications of GDPR for the Advertising Industry – one of our best-ever attended sessions, we present the key take outs.
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Tata Motors has picked up the coveted Grand Prix at last night’s 2017 World Media Awards for its campaign, by Maxus Global, which saw it change the name of its Zica vehicle.
The entry – called ‘From Zica to Tiago’ – impressed the judges with its rapid response to the outbreak of the Zika virus, and its successful crowdsourcing of a replacement name for the Indian car-maker’s latest model.
The campaign also picked up the Automotive prize at last night’s ceremony in London’s Ham Yard Hotel, hosted by media commentator and TV presenter Raymond Snoddy.
Jury co-chair Raquel Bubar, director of T Brand Studio International at The New York Times, praised the “smart and effective” response to an unforeseen challenge, just weeks before the car was due to launch.
The winners of the World Media Awards 2017 were revealed last night (6 April) at a ceremony at London’s Ham Yard Hotel.
Tata Motors picked up the coveted Grand Prix for its ‘From Zica to Tiago’ campaign, by Maxus Global, which saw it change the name of its Zica vehicle.
See the full list of winners below, and click here for more details on the entries.
Winner
Brand: Tata Motors
Lead Agency: Maxus Global
Entry: ‘From Zica to Tiago’
Highly Commended
Brand: Lexus Europe
Lead Agency: ZenithOptimedia
Entry: ‘Lexus Life RX’
The World Media Group (WMG), a strategic alliance of ten of the world’s leading premium media brands, was conscious of the growing demand from advertisers for better viewability performance. In addition, in an era of fake news, it wanted to explore whether ads seen on trusted media websites were viewed more attentively by consumers. It therefore commissioned analysis to assess the overall performance of the inventory of WMG brands during Q3 2016.
The overall aim of the analysis was to identify whether digital ad campaigns that appear in respected premium media brands – that invest in both quality journalism and quality campaign delivery -outperform industry benchmarks. The independent study was carried out by SaaS analytics and measurement company Moat.
The results revealed that ad campaigns across the WMG inventory outperformed every single benchmark for that time period. Attention and viewability rates saw lifts up to 92% in some instances.
Matt McAllester, Global Editor-in-Chief of Newsweek, a member of the WMG, explains, “Readers across all World Media Group titles have always trusted, valued and engaged with the high quality content we provide – and that trust is more important than ever when ‘fake news’ is, itself, making the headlines. The analysis results have validated the link between well written, properly researched journalism and the ‘halo effect’ brands experience when their ads are seen alongside it.”
The WMG brands comprise The Washington Post, Bloomberg Media, The Economist, Forbes, Fortune, National Geographic, Newsweek, The New York Times, TIME and The Wall Street Journal. These prestigious titles have received over 1000 major journalism awards, including 190 Pulitzer Prizes, between them.
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The World Media Group were delighted to welcome Griff Witte, London Bureau Chief, The Washington Post, Sewell Chan, International News Editor, London, The New York Times, Dan Stewart, Europe Editor, TIME, Susan Goldberg, Editor in Chief, National Geographic & Adam Blenford, Managing Editor Digital News EMEA, Bloomberg Media as panelists chaired by Nico Sennegon, Chief Revenue Officer, The Economist Group to discuss the impact that recent political decisions have had on how businesses operate and the responsibility publishers have to provide unbiased, factual content and the impact that fake news can have in real time.