[vc_row][vc_column][vc_column_text]After years of geo-political, social and economic unrest, it’s time to take stock. But how do we rise above the discord to build a positive future? That’s the question we posed to our panel of top international journalists at the World Media Group’s latest Smart Briefing. Chaired by Spriha Srivastava, International Executive Editor, Insider, Inc., our guests included William Booth, Bureau Chief, The Washington Post; Faisal Islam, Economics Editor, BBC News; and Jeremy Kahn, Senior Writer, Fortune.

Changes in the post-pandemic world

Srivastava began by asking the panel what they thought the biggest changes had been to the world since the pandemic. The Washington Post’s Booth said the Covid crisis had demonstrated just how unpredictable the world is. “I felt the pandemic would be six to 12 weeks. I thought there would be a booming economy after it was over with so much pent-up desire for products and travel,” he said. Now, with questions around how long military action in Ukraine will continue, a new UK prime minister on the horizon, and the ongoing effects of economic recovery, the future is even more unclear.

Faisal Islam, BBC News’ Economics Editor, believes what’s happening now is the result of multiple overlapping crises with some common causes – the post-pandemic situation, the Russian-Ukraine conflict causing the energy crisis; market crises as a result of debt and rising global interest rates; and a potential resurgence of the unresolved Eurozone crisis. He says the contradiction of public and private high debts, which would normally be dealt with by lowering interest rates, and speculation, which requires high interest rates, is causing stagflation.

Signs of a recession are showing across multiple sectors, including tech. According to Jeremy Kahn, Senior Writer, Fortune, the big US tech companies are doing all their planning based around the idea of a deep recession, reflected through hiring practices and, in some cases, lay-offs. “I think they feel that there’s going to be this substantial downturn, and that’s what they’re preparing for it,” he said. “Certainly, the foot is off the accelerator in terms of any venture investment.”

Srivastava asked Booth whether we were heading for a recession here in the UK. “The government needs to get inflation under control and get the economy going, but one of the biggest issues is the profound labour shortage,” he said. While Britain wants to manufacture again, it’s lacking the workforce required to do. This becomes a huge problem when globalisation is no longer working the way it should do.

The move away from globalisation

Kahn says that globalisation has been forced to take a large step back compared to the pre-pandemic days: “When you see what’s happening with Ukraine, it has only reinforced that there’s a decoupling in the world. It’s not just one world. Yes, there’s still trade but it’s becoming much more balkanised.”

The reality of this can be seen through Booth’s anecdote about the fate of the UK fish and chips industry. During research for a story, he realised there has been rash of fish and chip shops closing as a result of the various crises. “Energy prices are killing them,” Booth says. “They get all their fish from Russian trawlers and the British government is about to slap a 35% tariff on Russia and white fish. Cod and Haddock aren’t available in the English Channel; British fisheries, despite Brexit, aren’t very productive and don’t produce the fish that goes into fish and chips.”

Added to that are issues with sunflower oil coming from Ukraine, and Indonesia blocking palm oil exports prioritising their own domestic consumption. Booth expects these domino effects to have an impact for months or years to come until we sort out a new economic world order.

He suggests one solution may be a return to a more regional economic alliance model, similar to the NAFTA, agreement, which joined the United States, Canada and Mexico. The UK version of that, he suggests, would be the UK plus Europe, Eastern Europe, and some of northern Africa, where each region would specialise in producing a specific commercial output to trade with the others.

The commitment to net zero

When Srivastava opened up questions to the audience, one of the areas of interest around the environment and, in the wake of the current economic and political issues, whether the commitment to net zero had fallen to the bottom of the agenda? Booth said he felt the COP26 commitment to go completely net zero in some economies in such a short space of time was incredible. He said its success, however, was sure to be affected by the economy. “Watch what happens when the price of gasoline goes up five cents a gallon in the United States, then see how good Joe Biden’s word is – or Boris Johnson’s,” he says. “It’s easy to make promises, but whether countries hold towards the vision will be a major story of the next decade or two. It has to start happening and you can do it all in the last week.

A sliver of optimism for the future

So, is there any hope on the horizon? That was the question from another audience member. According to Islam, there’s going to be a big wave of investment, some of it likely to be strategically supported by government. In the UK, which Islam says is not even in the top 20 on the league table of robot density in manufacturing, he sees a huge opportunity for investment.

Booth is also optimistic and points to the advent of the RNA vaccine as a “mini minor medical miracle,” referring to the relatively unproven technology that was used, and how it delivers a template for future medical innovation. “Remarkable techno change will happen where we least expect it and we’re not in such a bad place,” he says.

Islam believes that the current wave of defence spending, could be revolutionary for Europe: “If all of this money that’s now going to defence as a result of Putin can be channelled in the same way it was in Silicon Valley to help the economy, that’s pretty interesting stuff,” he said.

Kahn agrees that there’s a chance for “tremendous investment” in the area of defence, and to help with the issue of labour shortages. “There’s the potential for automation and robotics to accelerate but it takes a lot of money, and it takes time. It won’t solve this problem within a year, but if we come back in 10 years’ time, it might be that the fish fryers aren’t there because it’s all been done by robots,” he said.[/vc_column_text][/vc_column][/vc_row]

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Rising Star’ entries wow the judges as the quality of overall submissions increases

London, Wednesday 29th June: The World Media Group has announced the shortlist for the 2022 World Media Awards (WMAs), which showcase the best in international content-driven, cross-border advertising. The awards attracted interest across APAC, EMEA and the Americas with entries from Belgium, France, Germany, Ireland, Japan, Malaysia, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, UAE, UK and the USA.

This year saw the entries double in both the Automotive and Social Good categories, while Technology & Telecoms entries increased by 175% compared to last year. The judges were impressed by the strong showing of entries in the new ‘Rising Star’ category, introduced this year to recognise talented individuals who are making a significant impact to the creativity and effectiveness of content-led advertising strategies early on in their careers.

The shortlist, which includes renowned brands from across 40 different organisations, was determined by an international team of 39 heavyweight jurors from leading advertisers, agencies and publishers. The jury’s make up reflects the importance of collaboration between all three parties when creating effective content-driven marketing campaigns. This year’s Co-Chairs were Hamish Goulding, Head of Global Brand Strategy, HSBC and Ritu Lakhanpal, Managing Partner IPG MEDIA BRANDS. The full list of judges can be seen here.

Damian Douglas, President of the World Media Group and Managing Director EMEA, TIME said, “The World Media Group’s mission is to champion international trusted journalism and support the creation of engaging content – both editorially and commercially. We are delighted to see how many entries demonstrate the true power of storytelling through content-driven advertising in the right media environment. The number of impressive submissions for our new ‘Rising Star’ category is also encouraging – the future of the industry is clearly in safe hands!”

World Media Awards Event

The final category winners will be announced during an exclusive live ceremony at the Ham Yard Hotel in London on Thursday 8th September 2022. 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 winner of this year’s prestigious Grand Prix Award will also be announced on the night, joining previous Grand Prix winners London & Partners, Malaria No More UK, Shell, Sonos and Tata Motors as the ‘best of the best’.

€750k Worldwide Advertising Campaign for Winners

In addition to presenting awards to category winners on the night, the World Media Awards offer a unique prize. The winning entries are amplified in a worldwide advertising campaign valued at more than €750k running across the World Media Group’s leading international media brands. Members comprise The Atlantic, BBC Global News, Bloomberg Media, The Economist, The Financial Times, Forbes, Fortune, National Geographic, Insider, Politico Europe, Reuters, The New York Times Company, The Smithsonian, TIME, The Wall Street Journal and The Washington Post.

 

The 2022 shortlist is as follows:

Automotive

Brand / Campaign Entered by
Hyundai – A Better Way Warner Bros. Discovery with Havas Media Group
Hyundai – Journey To Ithaca BBC Studios (BBC StoryWorks)
Volkswagen – The New Polo Challenger Series: Conquering New Stadiums PHD Germany

Brand / Media Partnership

Brand/ Campaign Entered by
Accenture – Accenture Exchange Series And Partner Content Financial Times
De Beers Group – Okavango Eternal National Geographic
Infosys – The Sustainability Project Economist Impact
InLombardia and Grana Padano – Masters Of Lombardy BBC Studios (BBC Storyworks)

Corporate Influencer

Brand/ Campaign Entered by
A.P. Moller – Mærsk – The Upside Of Integrated Logistics Havas Business
EY – World Entrepreneur Of The Year™ Mediacom
Hitachi – COP26 Climate Change Innovation Reuters
Infosys – The Sustainability Project Economist Impact

Financial Services

Brand/ Campaign Entered by
Banco Santander – FootballCan 2041 Arena Media and Havas Spain
Citi – Treasury & Turbulence – Sanctions: The Makers & The Breakers Euromoney Institutional Investor
ING Wholesale Banking – Progress With Purpose The Trust: The Wall Street Journal | Barron’s Group
Lombard Odier Group – Revealing The Unexpected Value Of Nature Banque Lombard Odier & Cie SA
UBS – Tackling The Climate Crisis With The Visionaries Of Tomorrow T Brand, the content studio of New York Times Advertising

Lifestyle & Luxury

Brand/ Campaign Entered by
Johnnie Walker – The Ones Who… Keep Walking OMG Africa
Monkey Shoulder Whisky – ‘From Mixing Cocktails To Mixing Metaverse Beats’ iProspect Global
The Macallan & Bentley – Sharing Mastery: An Extraordinary Journey Into The Future Robb Report
Walpole – Love Letters From Britain BBC StoryWorks

Media & Entertainment

Brand/ Campaign Entered by
Reuters – The Source Reuters
Sony Pictures Entertainment – Spider-Man Swings To Global Success OMD EMEA

Rising Star

Aimee Carpenter Carat UK
Cristina Correa POLITICO Europe
Georgina Marshall BBC Studios (BBC Global News Advertising Sales)
Ella Solomon Wavemaker

Social Good

Brand/ Campaign Entered by
Banco Santander – FootballCan 2041 Arena Media and Havas Spain
For(bes) the Culture – State Of Black Entrepreneurship Forbes
Hyundai – Journey To Ithaca BBC Studios (BBC StoryWorks)
Infosys – The Sustainability Project Economist Impact
‘Girls Are Ready’ Red Border by TIME

Technology & Telecoms

Brand/ Campaign Entered by
Deutsche Telekom – Project Futureproof: From GenZ For GenZ Mindshare GmbH
Samsung – Creating Sustainably T Brand, the content studio of New York Times Advertising
Samsung Galaxy Z Flip3: Unfold Your World Starcom Worldwide
Samsung Galaxy S21 Ultra – The Phone Of The Year Captures The Man Of The Year Starcom Worldwide
Webex by Cisco – Powering Through The Pandemic With Mclaren Merkle B2B

Travel & Tourism

Brand/ Campaign Entered by
Brand Scotland – Many Brands Make Light Work – Collaboratively Building Scotland’s Brand At COP26 Carat UK
VisitScotland – Slow Up In Scotland The Walt Disney Company
Visit Sweden – Discover The Originals Mindshare

For full details of shortlisted entries go to https://world-media-group.com/awards/2022-shortlist/.

About The World Media Group
Championing International Trusted Journalism

The World Media Group is an alliance of leading global media organisations united in providing trusted and renowned journalism. Its members include The Atlantic, BBC Global News, Bloomberg Media, The Economist, The Financial Times, Forbes, Fortune, Insider, National Geographic, Politico Europe, Reuters, The New York Times Company, The Smithsonian, TIME, The Wall Street Journal and The Washington Post, and associate member Euromoney, and partners Permutive and Smartology. To find out more about the World Media Group, please visit www.world-media-group.com.

 

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[vc_row][vc_column][vc_column_text]Nigel Robinson, Global Account Director & Managing Partner at Mediacom, is the World Media Group’s new Non-Executive Chair. Picking up the mantle from Gordana Buccisano, Nigel supports our mission to champion the values of international, trusted journalism. Nigel’s experience managing global client relationships and leading international network teams for MediaCom brings a unique perspective of the brand / agency / publisher relationship. We chat to Nigel about how he hopes to facilitate a better understanding of the value publishers can offer brands, based on a currency of insight and understanding.

What do you bring to the role of World Media Group Chair?

I’ve spent 30 years working with major clients and brands, thinking hard about what they want to achieve and working out how agencies and publishers can help them. Being in the engine room of one of the world’s leading agencies, working with some of the most advanced clients in the world, you really do get to see and understand what challenges clients are grappling with and the solutions they’re looking for.

I want to bring that know-how and experience to the role of WMG Chair. I see it from an agency perspective and a client’s perspective, as well as from a publisher’s perspective, and I want to connect these groups to help clients grow their brands and drive their businesses forward.

What are the biggest challenges clients are grappling with today?

Everyone is working out how to use data effectively. We’re all aware of the fundamental changes happening around personal identity in a Cookieless world and this means advertising context becomes one of the solutions to that challenge. This is nothing new and, like fashion, it’s coming back into vogue again. The World Media Group and its members are all about publishing quality content; their high-quality journalism creates so many incredibly powerful contexts for advertisers to capitalise on and there’s a greater value being attached to this now.

Similarly, attention has become a very big theme recently. Clients increasingly appreciate that reach is only effective if it comes with audience attention and they’re asking agencies to plan for reach + attention and to quantify its value. This focus on “attention planning” is again, hyper-relevant to publishers like the World Media Group members, whose super high-quality content is being consumed closely and deeply by their audiences. Quite rightly, advertisers are placing a premium on this right now.

Brands and clients are always hungry to understand their categories, their audiences and how their brands fit into the world. Publishers have so much to offer in terms of how they understand people and audiences and providing the context for brands to be seen in and operate in. This is super high value, and that currency of insight and understanding is a great way of connecting brands to publishers.

How can publishers help solve these issues?

I want to help publishers understand this value and tell that story by creating their own narratives and solutions to these challenges and opportunities, which will resonate with brands and brand owners. Having worked with a breadth of clients, I believe I can help publishers articulate their best solutions to increase their value to brands and that’s a big part of what I want to accomplish as the World Media Group Chair.

In a world of snackable content, what role does in-depth content play?

Whether you’re talking about a business audience or a Gen Z audience, consumers’ attention spans have shortened, and we’ve all become used to this very short-form, snackable, slightly clickbait content. For me, when it comes to understanding the value and the role of more in-depth content, there’s also an ethical side to consider.

In the “Twittersphere world”, there’s a danger that we lose the depth of communication. What is the real story? What are the real facts? What’s the real trend here? That’s where high-quality, trusted journalism is needed. As a society, we should nurture it, support it, and make sure it maintains a place in our world.

Quality journalism is not only incredibly valuable to the industry, but also to society, and we must make sure we don’t lose it. Businesses have become more aware of their impact on the world and want to operate in a responsible way, which is why I believe this point can grow in importance.  The World Media Group brands offer a platform for businesses to tell their stories at length, within a trusted, credible environment.[/vc_column_text][/vc_column][/vc_row]

[vc_row][vc_column][vc_column_text]The World Media Group (WMG) together with The Third Culture and the Brixton Finishing School would like you to participate in our first-ever industry survey on Inclusion & Trust on the commercial side of the media industry. If you work in the advertising industry, on the client or brand side, in a media agency, a creative agency, or at a media company or if you are thinking of a career in the sector, we would like to hear from you.

Our goal is to better understand culture, diversity and inclusion in general and then specifically how that impacts on the WMG member organisations compared with other media companies.

We want to use the survey results to provide us with an idea of how we might be performing in driving inclusion and trust and we would like to set benchmarks for the future.

The survey is being conducted in accordance with UK GDPR, the Equality Act 2010 and the Data Protection Act 2018. Responses are anonymous and will be treated as aggregates and used for research purposes by World Media Group board members to drive positive action in the area of diversity and inclusion.

There is a link to an external site at the end of the survey where you can enter a lucky draw to win a £100 Amazon voucher as a thank you for filling in this survey in accordance with the World Media Group Privacy Policy. Data will not be stored or used other than for the purposes of the lucky draw and will be deleted after the draw.

This survey is being conducted with the help of The Third Culture, a management consultancy that is focused on the area of organisational culture, diversity and inclusion.

Brixton Finishing School is an award-winning employment programme that offers a range of free online and in-person courses designed to upskill and support the employment of talent from underrepresented backgrounds.

Thank you for your support.  To take part in the survey click HERE[/vc_column_text][/vc_column][/vc_row]

[vc_row][vc_column][vc_column_text]The desire to become a more purpose-driven business is one of the positive trends to emerge from the pandemic and brands are becoming increasingly more progressive in their outlook. Last week’s Advertising Week Europe had a whole track dedicated to Purpose & Practice, and while purpose can encompass many things, it’s clear that in today’s climate, any purpose-driven business strategy must have sustainability high on the agenda.

The World Media Group’s members have been covering climate change and sustainability for years and continue to play a critical role in holding companies to account as organisations chase Net Zero ambitions. While ‘Profit, People and Planet’ is high on the agenda at board level, the question is, how is the media and marketing industry doing overall, and can we do more to effect change?

To read the full article published on Mediatel click HERE[/vc_column_text][/vc_column][/vc_row]

[vc_row][vc_column][vc_column_text]The World Media Group hosted a lively discussion at Advertising Week Europe yesterday around how Purpose can drive business transformation and profits. Duncan Chater, Managing Director, Europe at Bloomberg Media chaired a panel featuring Sue Unerman, Chief Transformation Officer, MediaCom; John Rudaizky, Partner, Global Brand and Marketing, EY; and Louisa Harris, Head of Sustainability and Systems Change, Brandpie.

Chater opened up the conversation by pointing out that while purpose-driven business had been a hot trend to emerge from the pandemic, inflation and energy price rises have recently risen to levels most consumers have not faced before. The discussion centred around how can companies navigate these uncharted waters to deliver continued profit with Purpose. Here are some of the takeouts from the World Media Group’s panel.

  1. In the current climate, sustainability needs to be a consideration of any purposeful business plan. While Purpose isn’t just about sustainability, context is important, and this generation is responsible for making the necessary changes before it’s too late. For a business to have a vital purpose, everyone who’s contributing to it needs to acknowledge that. If a business doesn’t operate in that context, it’s very difficult to get Purpose right.
  2. Organisations need to stop focussing on the competition and how to dominate the marketplace. Instead, we need to acknowledge there are big challenges that we must all face and share. The greatest success may come from moving from a competitive advantage to being a trailblazer and opening up sources to allow for radical collaboration.
  3. A brand is, what a brand does, and Purpose is about what the business does. Any business strategy must be purpose-driven, connecting to your total stakeholder ecosystem. Whether that’s around a D&I strategy or sustainability, your business will be impeded, if you don’t deliver on these things. This is not about conforming to regulations; it’s about seizing new opportunities. Profit will come from doing the right thing in business, not from a sense of compromise.
  4. In 2021, 87% of UK FTSE 350 companies had a Purpose statement in their annual report yet only 9% of them measure their progress against that purpose statement. There needs to be a more integrated conversation between a commercial brand and its sustainability strategy to ensure that short term returns are measured and balanced with the issues the brand is aligned with.
  5. It’s important that, as an industry, we push back against any brands that are telling stories but aren’t living the reality. Partnering with media owners who can represent the groups you are trying to advertise to, and creating content in collaboration with experts who represent your target audience, can make all the difference between making an ad and providing authentic content that delivers real value.
  6. The World Media Group brands need to be held accountable because we have the power to influence people through our audiences and have a responsibility to convey the story of the way we want the world to be. Advertising has always had the privilege of leading the world through the imagery it sets; when it comes to Purpose, we have the opportunity as organisations, and as an industry, to make a real difference.

The full session is available on demand here for Advertising Week Europe attendees.

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[vc_row][vc_column][vc_column_text]After a two year hiatus because of the pandemic, Advertising Week Europe returns to London this week and the World Media Group and our members are delighted to be participating in a variety of panels and events. If you’re attending Advertising Week, come along and join us. The sessions featuring World Media Group members and our partners are as follows:

Tuesday 17th May 

11:40 AM Forces Of Influence 2022 – Stage 6 – The Boardroom Stage

Atlantic Brand Partners has uncovered the five Forces of Influence that are continuously shaping our world, our industry, and our customers’ lives in order to give brand leaders a deeper understanding of the newest trends, behaviours and ideas. Find out more.

1:20 PM The Future of AI – Stage 3 – The Tech Lab Stage

Bloomberg Technology Columnist Parmy Olson joins the panel to ask What does the future of AI look like? We ask the people leading and involved in businesses pushing the boundaries of AI. While we all know that artificial intelligence will change business forever, how will this happen? And what will it look like? Find out more.

1:40 PM Take Action Now To Support Underrepresented Talent To Thrive – Stage 6 – The Boardroom Stage

A panel featuring NABS, Brixton Finishing School and the ADcademy, Media for All (MEFA) and Outvertising on their recent research partnership. Sharing insights on the experiences of marginalised people in our industry and our plans for a brighter future, together. Find out more.

3:40 PM  Building A Culture Of Marketing Effectiveness – Stage 1 – Great Minds Stage 

Duncan Chater, Managing Director, Europe, Bloomberg Media joins this panel about marketing effectiveness. Only half of organisations have a marketing effectiveness roadmap, according to the inaugural IPA Effectiveness Culture Monitor. But those organisations who do so feel more empowered to deliver great marketing and aligned with the aims of their business. Whether you have a roadmap or a toolkit to ensure effectiveness, what truly works when it comes to transforming businesses? Find out more.

4:20 PM BBC News: Dispatches From Ukraine – Stage 1 – Great Minds Stage 

The inside story of BBC News’s coverage of the Russia-Ukraine conflict. This is a BBC Studios session, on behalf of the international, commercial part of BBC News. During the first weeks of the Russia-Ukraine conflict, global audiences turned to the BBC to experience the frank and fearless journalism of the BBC’s Chief International Correspondent, Lyse Doucet and Anchor and Correspondent, Yalda Hakim. In this interview, they’ll lift the lid on the past few months of reporting from Kyiv and Lviv, two cities under siege. Find out more.

Wednesday 18th May 

10:20 AM The Sustainability Imperative: How Your Brand Can Take the Lead – Stage 6 – The Boardroom Stage

Implementing a sustainability strategy is a commercial imperative to ensure that your business model and operations are resilient enough to thrive in the long-term. Communicating these sustainability efforts openly, transparently, and authentically is critical. 

This Reuters panel will provide valuable insights and case studies from clients’ sustainability initiatives, using branded content, that is underpinned by the core Reuters principles of integrity, independence, and freedom from bias. Find out more

11:40 AM Can Marketing Lead the Sustainability Agenda? – Stage 1 – Great Minds Stage 

Bloomberg’s Group Head of Sales, David  Bradford joins the panel to discuss why driving a sustainable transformation is one of the greatest challenges facing business. Does marketing have the right to play a leading role? Iris invites big thinkers from outside Adland to give CMOs advice on the changing role of consumers into ‘citizens’, how to see sustainability as ‘the new digital’, and understand the opportunity circular economy, smart product switches and even pricing can play in driving a sustainability agenda. Find out more.

12.00 PM The Science and Art of Content for the C-Suite – Stage 5, The Market Place Stage

Join The Financial Times as they present The Science and Art of Content for the C-Suite with Joanna Harrison, Head of Thought Leadership, Alpha Grid and Janet Wagner, Senior Director, Columbia Threadneedle Investments.

12:15 PM The New, Responsible Rules For Advertising – Stage 3 – The Tech Lab Stage

Join Permutive’s CEO and co-founder, Joe Root, in conversation with Michael Gewirtzman, Global Programming Director at Advertising Week Europe, to hear about the impact of privacy on advertising and why publishers and advertisers need to activate audiences responsibly to rebuild consumer trust. Find out more.

12:50 PM The Power Of Immersive To Transform Your Marketing – Stage 4 – The Creative Showcase Stage

Marketeers continually face the challenge of how to engage effectively with their target audiences, cutting through the clutter to remain relevant to consumers.

BBC Studios’ Head of Interactive, Tom Burton, joins the panel which explores the power of immersive events to engage with audiences in rich, meaningful, and new ways. Discussing best-in-class project examples with leading marketeers, this talk covers the value of ticketed brand experiences, and key learnings for brands looking to develop projects in this space in the future. Find out more.

1:20 PM  The Future of TV & Measurement – Stage 3 – The Tech Lab Stage

Grab your seats for a packed panel of advertising industry leaders for a lively debate moderated by Business Insider’s Lara O’Reilly on the future of TV advertising and how consumer attention should be measured across every screen. The great measurement debate will feature the premiere of Samba’s latest State of a Viewership Report from the UK and Germany, which shares what viewers watched in the first quarter of 2022 and how their shifting consumption patterns are changing the future of advertising. Find out more.

1:40 PM Purpose and Profit: What It Takes To Deliver Both – Stage 6 – The Boardroom Stage

The pandemic accelerated trends and placed more responsibility on the corporate sector. In this panel, presented by the World Media Group, we discuss the importance of a purpose driven vision and strategy. Duncan Chater, Managing Director, Europe at Bloomberg Media leads the discussion around how Purpose can drive business transformation and profits, alongside the challenges and opportunities business leaders and marketeers face along the way. 

The conversation will centre around the journey brands must now take to redress the balance to move towards a world that’s more progressive and demanding. Find out more. 

2:35 PM Convene & Curate: How Forbes Harnesses Community To Drive Conversation & Change  Stage 6 – The Boardroom Stage

Alex Wood, Managing Director of Europe at Forbes, will discuss how the business media brand is tapping into the power of global communities – from Under 30s to Billionaires – and building mission-aligned brand partnerships to drive meaningful systemic change and spur conversations around sustainability and social responsibility. Find out more.

2:50 PM Finding the right model to support original, independent journalism – Stage 2 – The Innovation Factory Stage

With ambitions to reach 15 million subscribers, The New York Times aims to be the essential subscription for every curious person—from news to cooking to games to sports. Fueled by the subscription-first approach, The New York Times has developed an innovative advertising model with a privacy-forward and premium ad ecosystem that supports The Times’s high quality journalism. delivers measurable impact and helps brands make their mark on the world. Find out more.

3:20 PM Brands, News & Gen Z – Stage 3 – The Tech Lab Stage

This is a BBC Studios session, on behalf of the international and commercial part of BBC News.

Get under the bonnet of what makes Gen Z tick, their relationship with global news providers and tips for brands in how to communicate to them.

They only communicate online, they are less brand loyal, they are entitled and self-focused; How much do we really know about Gen Z? In this session we aim to break down a few common myths and misconceptions about them. As part of a new piece of thought leadership, BBC News has surveyed 12 global markets, to find out what makes this cohort tick. Find out more 

3:30 PM Catching the Spark: Conversations With Journalists – Reporting On Innovation – Stage 2 The Innovation Factory Stage 

“Marketing is about innovation” to quote former Vice Chair of GE (General Electric) Beth Comstock. So it follows that journalists who write about marketing must write about innovation. But how do reporters define innovation? What is worth their attention and why do they dismiss some stories that seem to meet the innovation brief?

Join a panel of top marketing journalists including Lara O’Reilly Media and Advertising Editor, Insider, as Propeller Group’s Director of Content and former journalist Branwell Johnson turns the tables and gives some top editorial gatekeepers a grilling. Find out more.

Thursday 19th May 

9:20 AM Great Minds Morning Debate: This House Believes Your Carbon Footprint Doesn’t Really Matter – Stage 1 – Great Minds Stage and Streaming To The Studio – Stage 7 – Amazon Ads Studio 

Giving up meat, taking fewer flights, using public transport – for years the responsibility for the climate emergency has been focused on our own personal choices.

But let’s address the 35 billion carbon tonnes of gorilla in the room – we’re not the problem. Even if we eliminated 100% of our emissions for the rest of our lives, it’s estimated it would only save 1 second’s worth of emissions from the global energy sector. So does our carbon footprints – a strategy popularised by Adland — really matter? Find out more.

10:10 AM The Future Of TV: Will You Survive Or Thrive? Stage 4 – The Creative Showcase Stage 

Streaming is now firmly entrenched in people’s viewing habits. But never before has there been such a wide option of brands, services, channels, and ways to watch. With so many choices available and increasingly data-driven ways to serve viewers in advertising, this is a time of great change.

What does this mean for the future of TV and the ads that live in it? In this debate, the participants will discuss the future of TV advertising, how brands should be engaging with it, how it can and should evolve, and what creative agencies need to be doing to drive innovation in the space. Find out more.

11:00 AM – Make Inclusion Meaningful – Stage 6 – The Boardroom Stage

Brands can only really understand how to reach inclusive audiences, customers and communities when they do that themselves. Many companies have begun this work under the heading of Environmental, Social, and Governance (ESG), but this broad categorisation has been criticised for lack of nuance. How should brands look at inclusivity today in Europe? This session brings together experts in the space to tackle everything from language to KPIs. Not just for inclusion specialists, this discussion aims to equip marketers and agencies with new tools to make their work more inclusive and successful. Find out more.

1:30 PM – A New Era Of Responsible Advertising – Stage 3 – The Tech Lab Stage

The rules of advertising are changing. Consumers are concerned about how their data is being used in advertising, regulators across the globe are closing in, and browsers are blocking third-party data. Now more than ever, advertisers need to develop responsible marketing practices that protect consumers’ data.

The decisions that brands and agencies make today will impact consumers and businesses alike. Join Permutive’s Head of EMEA, Advertiser & Agency, Chloe Gilman & Agency Partner, Izzy Jenkins, in this keynote session to get the context, insight and actions you need to effectively execute advertising in the future. Find out more.

3:40 PM Bloomberg’s Levelling Up Scorecard – Stage 1 – Great Minds Stage

In 2019 Boris Johnson won an election with two promises: Complete Brexit & Level Up Britain. The Levelling Up and Regeneration Bill was introduced into Parliament on 11 May 2022 with the objective of spreading wealth & opportunity across the UK, closing the gap on the most deprived areas and the richer region of London and the SE.

Bloomberg has produced an exclusive data analysis to track the government’s own policy paper on levelling up and tracked the metrics on all 650 constituencies in the UK, comparing their performance to London and the South-East since 2019. Find out more

For more information about buying passes to Advertising Week Europe, please visit https://advertisingweek.com/event/aweurope2022/[/vc_column_text][/vc_column][/vc_row]

[vc_row][vc_column][vc_column_text]The World Media Group brought together brand leaders and industry experts last week to discuss the key challenges and opportunities around sustainability – and specifically, marketing’s carbon footprint. Jemima Villanueva, Executive Director EMEA, The Atlantic, chaired the panel, which included Anna Lungley, Chief Sustainability Officer Dentsu; Solitaire Townsend, Chief Solutionist & Co-Founder, Futerra; and Rachael Adams, Senior Manager, Commercial Content, Reuters.

The event prompted a lively discussion showcasing many different viewpoints around subject such as:

  • The way everyone can make a 5% difference immediately!
  • Why we don’t need to reinvent the wheel when measurement already exists. But how do we get more marketers on board to implement it?
  • Which is more important – concentrating on measurement or helping clients to pivot to focus on behavioural change?
  • The innovative solutions that clever brands are creating to change human and societal behavioural for the better.
  • How to avoid greenwashing when communicating about sustainability credentials.

While some of our panel agreed to disagree on specific points, everyone believed that, as an industry, we need to do more. As well as sharing their own experiences, the panellists highlighted some fantastic resources available to help marketers with their sustainability journey.[/vc_column_text][vc_custom_heading text=”Hear from our panellists” use_theme_fonts=”yes”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_video link=”https://youtu.be/rJAzxrxgp_8″ title=”ANNA LUNGLEY, CHIEF SUSTAINABILITY OFFICER, DENTSU”][/vc_column][vc_column width=”1/3″][vc_video link=”https://youtu.be/v7VKsnymEPg” title=”RACHAEL ADAMS, SENIOR MANAGER, COMMERCIAL CONTENT, REUTERS”][/vc_column][vc_column width=”1/3″][vc_video link=”https://youtu.be/WjSksHevSyk” title=”SOLITAIRE TOWNSEND CHIEF SOLUTIONIST & CO-FOUNDER, FUTERRA”][/vc_column][/vc_row]

[vc_row][vc_column][vc_column_text]The World Media Group’s Brand Advisory Board (BAB) met last week to discuss sustainability, and specifically, what steps brands can take to make their marketing more sustainable. The group, made up of influencers in high-level leadership roles across key industry sectors, meets three times a year to discuss best-practice around the issues affecting the media industry. This session began with the results of a survey undertaken by the BAB members to uncover what the group considered to be the greatest issues when it comes to sustainable business.

The top three concerns were:

1) Measuring progress and success

2) Reviewing and achieving goals

3) Telling an accurate story

While all members were keen to improve sustainability in their marketing, they were faced with a number of challenges. The survey revealed that only 3 in 10 of the businesses surveyed are currently reviewing supplier processes. Seventy nine percent of the group said that their business does not currently measure the sustainability of their marketing or advertising programmes, but 29% do review all marketing suppliers for sustainable processes. Some positive steps are being taken with 64% already focused on the areas of resource efficiency, plastics and carbon management. However, communicating a brand’s position is often hampered by the fear of greenwashing; evidencing their position; poor comparisons to competitors; having nothing new to say; connection to long-term strategy; and credibility.

EY leads the way on sustainability

To kickstart the group’s thinking on sustainability, Michael Oakes, Global Sustainability, Program Lead at EY, presented a case study showcasing their ambitious strategy to become a market leader in sustainability. The company has developed a Value-Led Sustainability framework to help design and deliver on the business and investment case for sustainability. EY will be carbon negative in 2021 and net zero in 2025. The company plans to achieve this by setting a 1.5°C-based target to reduce its absolute carbon emissions, and removing or offsetting more than the remainder, each year. They are also investing in services and solutions to help clients on their own sustainability and decarbonisation journeys. This is all part of EY’s brand purpose to build a better and more sustainable working world.

Marketing must lead in the race to zero

Next, Robert Dreblow from the World Federation of Advertisers introduced the group to the WFA’s Planet Pledge, a CMO-led framework designed to galvanise action from marketers to promote and reinforce attitudes and behaviours which will help the world meet the challenges laid out in the UN SDGs. According to the WFA’s recent member survey, Sustainability and Marketing is now one of the top three priorities for global marketers, but the marketing department is generally lagging on their sustainability journey compared with their broader organisation. Planet Pledge encourages marketers to come together to change the system collectively, using creativity to lead the way in the Race to Zero.  To read more about the WFA’s Planet Pledge, click HERE

Armed with this knowledge, attendees split up into breakout groups with a view to brainstorming ideas around how to address the top three sustainability concerns that were identified through the BAB member survey. Each group was given a specific question to tackle. Their take outs are summarised below:

  1. How do you develop and evolve authentic sustainability messaging for different stakeholders avoiding green washing?
  • Firstly, the group felt it was important to remember that having purpose, creating credibility around your brand narrative and highlighting your value proposition has always been part of a brand marketing strategy, albeit now pivoting towards sustainability.
  • It is essential to remain true to your brand so you can’t be accused of greenwashing, and ask yourself, is what you’re doing authentic? Is it relevant? Does it add value to communications? And is it right for your consumers? If it’s done in the wrong way or if it’s too sanctimonious, it is likely to have the opposite effect.
  • Education is key: marketers need to be well-versed in the nuances around sustainability and must not make claims that can’t be substantiated.
  • There is no point in doing something just to be seen to be doing it; don’t force it. If the time’s not right, wait until it is.
  • Be clear on the timelines that you’re holding yourself accountable to and be courageous enough to communicate those as part of your approach.
  • When people are getting sustainability fatigue, find a different way to frame the conversation; get creative and lead the generation of that dialogue, even if you’re not the one doing the talking.
  • Find the right experts to provide reputable input to contribute to the decisions you’re making and be agile enough to make up-to-the minute decisions on messaging.
  1. Are there any easy wins that can be activated easily and are there any associated risks?
  • Focusing on measurement, the group identified two clear areas where everyone could make an immediate difference – in production and events.
  • However, it was deemed essential to build some standards and guidelines to provide consistency for longer term success.
  • The first challenge is aligning all the media owners from a global perspective, which is where the assistance of WFA will be key.
  • The next step is to introduce a standard for the brands aligned with the World Media Group with the ambition of finding a benchmark that we can deliver on year after year.
  • Sustainability will become an official part of the judging criteria for the World Media Awards in 2023, so that every campaign receives a score based on its sustainability in marketing.
  1. What does success look like, how do you measure and at what intervals?
  • The group identified a lack of conversation within the businesses about how sustainable the marketing process is – teams don’t ask enough questions about it from the outset.
  • Marketing teams should be more involved in the procurement conversation so that they can be responsible for sourcing local talent rather than using centralised teams which create a substantial carbon footprint.
  • It’s important to map out your activity, prioritise it and how you want to change: Reduce, Replace, Neutralise – reduce global business travel, for example; replace bad habits.
  • A better understanding is required around digitalisation and sustainability – people often see digital marketing as being cleaner but that’s generally not the case.
  • We need to push back on the ‘just get it done’ attitude and give more consideration to how we get it done. This means educating our teams to think the same way, asking the right questions and being more mindful about mapping out the way towards measurement from the start.

What was clear from all three groups is that the desire to do more is there, and collectively, we can do it better. As an industry body, the World Media Group is well-placed to develop the standards and guidelines that are required to ensure consistency around benchmarking and measuring success for sustainability in marketing. We look forward to continuing the discussion in our Smart Briefing event next month and putting some of the action points into motion before our next Brand Advisory Board meeting in July.[/vc_column_text][/vc_column][/vc_row]

82% of respondents choose to amplify content through trusted digital media channels 

The World Media Group, a strategic alliance of the world’s leading media brands, today released its annual content report: Global Content Marketing Futures. The survey, which questioned key influencers across advertisers, agencies, media brands and consultancies, focused on budgets and implementation strategies as the world emerges from the impacts of the pandemic.

Trusted digital media and paid social top platforms for amplifying content

According to the survey, the most popular platforms for amplifying content campaigns last year were trusted digital media and paid social channels, each earning votes from 82% of our respondents. Future spending, particularly across these platforms looks positive. Content-led marketing budgets are expected to rise over the next 12 months with the majority of advertisers expecting to increase their investment in paid social (47%), followed by trusted digital media channels (38%). One hundred percent of advertisers said they expect to maintain or increase their investment in trusted digital media channels in the year ahead.

The open programmatic marketplace is currently the least popular platform for amplifying content with just 24% of respondents using it, although 26% of advertisers plan to increase investment in the year ahead.

Context is still key in ‘always on’ world

The majority of advertisers (62%) believe it’s important to be ‘always on’ for their customers. The favoured strategy is to use brand storytelling to build long-term engagement with audiences, so that when the time comes for decision-making, their brand is front of mind. Fifty-six percent of advertisers said they’d implemented this approach.

There’s still a clear belief, however, that context it is important for providing the right engagement and impact for brand storytelling, with advertisers rating this at 8.8 out of 10 on a sliding scale of importance, and agencies, media owners and consultants rating it at 8.9.

“After a challenging couple of years for the industry, it’s encouraging to see advertisers choosing to increase their investment in content-led marketing, particularly across trusted digital media brands,” said Belinda Barker, Chief Executive of the World Media Group. “It is testament to the fact that, even in the ‘always on’ world, cut-through and engagement for brand storytelling can only be achieved in the right context.”

What’s a content-led campaign best for?

Whilst the majority of advertisers (41%) believe that the content-led approach is best for building brand engagement, most of our agency leaders (37%) believe that it can be best for changing brand perceptions. A small majority of media owners (33%) believe that advertisers can use the content-led approach to demonstrate thought leadership, but 31% also believe it is best for brand engagement.

What are the best KPIs for measuring content?

Given that advertisers believe that the content-led approach is best for brand engagement, it’s not surprising that time spent with the content was a main KPI for the most number (23%) of advertisers. It’s interesting to see that a shift in brand perceptions is considered a main KPI by the same number of advertisers, even though they didn’t rate that as an advantage of the content-led approach. The shift in brand perceptions was the main KPI cited by the most agencies (43%) and media owners (34%).

Creative’s next big thing

When asked to predict the most engaging creative approaches moving forward, there was consensus that success was less about specific formats, and more about concept and context, or leveraging existing formats in a new and distinctive way. That said, audio and podcasts featured strongly – notably more than AR and VR which, compared to our previous surveys, suggests a reversal of opinion. Respondents also expressed concerns about an over-cluttered branded content environment, with many respondents referencing the need for closer integration with editorial content.

New talent looks positive

Also looking to the future, respondents were asked how confident they were in the pipeline of creative and talented rising stars joining the international marketing, advertising and media sector. Sixty-six percent of respondents were quite or very confident that the creative and innovative future for international, content-led marketing was safe in the hands of the new talent entering the industry.

The research was carried out by the World Media Group, whose members include The Atlantic, BBC Global News, Bloomberg Media Group, Business Insider, The Economist, The Financial Times, Forbes, Fortune, National Geographic, The New York Times Company, Politico Europe, Reuters, Smithsonian, TIME, The Wall Street Journal and The Washington Post, and partner: Permutive, to provide context for the World Media Awards for cross-border, cross-channel content campaigns, which close for entry on 12th May 2022. The full report can be downloaded here.

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About the Survey

The World Media Group carried out the survey between 5th January and 9th  February 2022.  Responses were encouraged through emails and social media outreach to our global contacts.  We received a total of 262 responses: 21% of responses were from brand advertisers, 38% were from agencies, 27% from media brands, and 14% were from other types of organisations, such as consultancies working with clients on international content marketing.  Our respondents represented a breadth of business sectors and were responsible for making decisions for marketing campaigns all around the world.

About The World Media Group

The World Media Group is an alliance of leading international media organisations that connect brands with highly influential audiences in the context of trusted and renowned journalism.  Our members share the same values and principles, and we promote their many synergies whilst championing the role of trusted international media.

About The World Media Awards

Organised by the World Media Group, the World Media Awards celebrate the creativity and effectiveness of cross-platform, cross-border content-driven advertising.  With an independent jury of international brand and agency leaders and content publishers, the Awards are recognised by the WARC Media 100.  Our co-Chairs for the 2022 Awards are Hamish Goulding, Head of Global Brand Strategy for HSBC, and Ritu Lakhanpal, Managing Partner for IPG Media Brands.