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Webinar – Working with Trusted Media in Times of Crisis – Final thoughts from the panel

Here is a wonderful section captured at the end of the WMG webinar when each of the panellists shared their very personal views on what has surprised them the most (in business and human behaviour) about what has happened since the Covid-19 pandemic began.

The overriding feeling was that there has been an amazing sense of community, an underlying positivity which has brought everyone together.  The world has got smaller and become a united force.  That can’t be a bad thing.

Please click on this image for the panellists final thoughts:

Panellists from L-R:

Top: Emma Winchurch-Beale, International Sales Director, Washington Post; Stevan Randjelovic, Director Brand Safety, Group M; Janet Balis, Global Advisory Leader, EY Advisory; Johanna Mayer-Jones, SVP of Partnerships, The Atlantic

Middle: Denise Turner, Insight Director, Newsworks; Alex Altman, Global Client President, Wavemaker; Jack Dyson, Global Head of Content Strategy, SAP Customer Experience; Damian Douglas, Managing Director EMEA, Time

Bottom: Alison Harbert, Head of Client Marketing, Investec; Harriet Kingaby, Co-founder, Conscious Advertising Network; Alex Delamain, SVP Head of Sales & Client Services EMEA, The Economist

To view the entire webinar, please go to: https://wmg.wavecast.io/working-with-trusted-media-in-times-of-crisis/live

60 seconds with Sital Banerjee, Global Head of Media & Marketing Performance Management, Philips

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

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

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

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

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

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

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

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

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

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

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

60 seconds with Cathy Boxall, SVP Brand Entertainment, Story Lab

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

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

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

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

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

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

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

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

Q&A with Jody Orsborn, Co Founder & Fixer, The Backscratchers

Jody Orsborn co-founded The Backscratchers, which connects brands and agencies like Red Bull, Spotify, BBH, AMV BBDO and Unilever with industry-approved freelance and team talent for projects. She was chosen as one of the UK’s Top Women Entrepreneurs by CNBC and a ‘One To Watch’ in Tech City News’ International Hall of Fame.

Q: Why should agencies/advertisers enter the World Media Awards?
Jody: It’s a great chance to have your work seen by a jury of your peers and potential clients.

Q:  What will you be looking for from the entries?/What will make a winning entry?/What does great branded content look like?
Jody: I will be looking for work that stays with me, whether it brings insight, makes me laugh, makes me pause…I want to be surprised and inspired .

Q:  Are there any issues around ownership of branded content depending on who authored it? What does this mean in terms of copyrights, who can share it and where you can share it?
Jody: It depends on how many partners there are. If you are a brand, a publication and pull in potentially an agency and an influencer…things can get massively complicated and the meaning can get diluted while trying to appease all of the different stakeholders. Particularly when you get an influencer or personality involved who have their own brand to promote and protect.

Q:  Do content-driven communications work better for brands in some industry sectors than others?
Jody: Lifestyle brands are well-placed for doing branded content , however, I think that financial brands are as well….as they are in a good position to be able to offer advice and tips which can work quite well in branded content. The most important thing is that the content feels natural to a brand and like It feels authentic coming from them. For example, Red Bull doing action sports makes sense. A makeup brand, not so much. The right content and the right partnerships is what works.

Q: How do you balance what needs to be carried out from head office and what needs to be carried out locally in international content campaigns?
Jody: It’s tricky! It’s about making sure that those discussions are happening from the start of any campaign…not as an afterthought once the first campaign is created and then you need to figure out retroactively how to make it work for other regions. It’s rarely ever works that way! International needs to be considered from the start.

Q: How difficult is it to find a content marketing idea that can translate across borders?
Jody: It’s a challenge but is a good reminder that good work should be universal. I recently watched a Korean advert where I couldn’t understand any of the words but the images and story were so powerful (and universal) that it didn’t matter.

Q: What made you want to pursue a career in media and marketing?
Jody: I’m passionate about all things culture (music, film, books, etc) and wanted it to be what I thought about and got to work on all day. Why would you want to work on anything else?

Q: Which is your favourite social media platform, and why?
Jody: I will always love Twitter. Still the best way to connect with people and experience culture and events in a communal way.

Q: Where is your ideal meeting venue?
Jody: A coffee shop with couches.

Q: Which industry buzzword would you ban?
Jody: Viral…PLEASE

Deadline for entries is 16th February 2017 – ENTER NOW

Q&A with Jodie Stranger, President Global Network Clients, Publicis Media

With more than 20 years’ experience in media, Jodie joined Publicis Media in 2013 after nearly two decades at Dentsu Aegis. Leading Publicis Media’s Global Network Client organisation out of EMEA, Jodie has had responsibility for the extensive global teams situated across the world, driving organic and new business growth and accelerating the transformation of the global client organisation to be a digitally led, data driven business. Client teams in this portfolio have included Heineken, Mars, Airbnb, UBS, Samsung, and Etihad. Jodie’s current role is focused on driving growth and transformation for global clients run out of the EMEA region, across all brands.

Q: Why should agencies/advertisers enter the World Media Awards?
Jodie: This is an opportunity to recognise effective work created across markets, acknowledging the complexity involved in executing international strategies with consistency and impact.

Q: What will you be looking for from the entries?/What will make a winning entry?
Jodie: Unique thinking and ideation that connects with its audience and ultimately delivers results for the brand. Work that makes me smile, or jealous that I didn’t create it.

Q: What does great branded content look like?
Jodie: It doesn’t look like branded content!

Q: What are the challenges and opportunities of integrating branded content across different platforms – from print to video, from mobile to TV?
Jodie: Ensuring the story and message our consumers engage with is seamless, complimentary and additive across various touchpoints.

Q: What should clients look for in a native advertising/branded content proposal?
Jodie: Intelligent amplification plan using creative native to platform, innovative formats, quality production of assets, subject expertise and contextual understanding of the content/creative. Access to data, flexibility and speed are as important as understanding the brand (brand workshops are highly recommended).

Q: And what should they look for in the team who will be delivering it?
Jodie: The team should include the client, the media owner and the agency. You need a dedicated and experienced team, advanced production offering, audience focused, strong understanding of (client`s) topics and differentiated approach to achieving them and a high focus and understanding on engaging audiences.

Q: What are the biggest challenges in planning and implementing an international campaign across four or more international borders?
Jodie: Respecting diversity of various marketplaces and consumer profiles and behaviours, yet delivering consistency to the greatest extent possible

Q: What is the role of media in helping to execute ideas internationally?
Jodie: Traditional role of media evolved enormously as the tech landscape and consumer behaviour has enabled global conversation and amplification across borders.

Q: Summarise yourself in three words.
Jodie: Energetic, curious, impatient

Q: What is your favourite restaurant?
Jodie: Café Sydney, Australia

Q: Which industry buzzword would you ban?
Jodie: 360

Deadline to enter is 16th February 2017 – ENTER NOW

Q&A with Ivan Bouso, Executive Producer, National Geographic

Television Executive Producer with more than 20 years’ experience. Working for National Geographic for almost 15 years now, he enjoys producing international documentaries from innovative initial concept, through development to final production.

Passionate about storytelling and content creation, he has travelled more than 100 countries, looking for stories that engage global audiences. He has created branded content productions for several National Geographic’s projects developed in UK, Hong Kong, Abu Dhabi, South Africa, Mexico, Belarus, U.S.A., Turkey, Azerbaijan, Romania, Australia, Canada, Portugal or Spain, establishing high content, production, and creative standards.

Q: Why should agencies/advertisers enter the World Media Awards?
Ivan: Why should any production company submit a film to the Oscars? A mix of ego and wishes of acknowledgment, I guess. Many times, branded content projects fell off the radar and the World Media Awards are a great opportunity to make them relevant again and share the good work with new audiences.

Q: What will you be looking for from the entries?/What will make a winning entry?/What does great branded content look like?
Ivan: For me, branded content is content. Period. It moves you, it makes you laugh, it makes you cry… Basically, it entertains you. It is related to a brand, but it is content.As opposed to traditional ads, it is a content which the viewer/reader/consumer is willing to receive, being something that audiences want to watch.

Q: Why should advertisers use branded content – what is it best suited to achieve?
Ivan: Branded Content transforms traditional advertising into stories which essential structure is built by the brand’s values and become relevant to your audience.These are stories that move, entertain, inform and create awareness and are in tune with brand’s values and philosophy. As opposed to product placement, the product doesn’t “happen” to be into the story, if you remove the product/service/brand, the story would be inconsistent.
As Carl W. Buechner said, “They might forget what you said, but not how you made them feel”. If a brand develops stories that move, it will create an emotional bond which will engage with viewers more easily and will become part of their collective imagination and even part of themselves.

Q: What are the challenges and opportunities of integrating branded content across different platforms – from print to video, from mobile to TV?
Ivan: Being branded content, to integrate it across different platforms,it just needs to adapt itself into suitable formats to add value and become relevant into people’s lives. From a production perspective,it all starts with a compelling creative idea,then the story needs to be adapted to the different platforms and channels, and become transmedia storytelling but maintaining the same “spirit”. Let’s imagine that the idea is a diamond, every face would be on a different platform and all together would create the whole story.For me, what’s more important, is that these contents in different media, are connected (in an obvious but also subtle way) and they are well synchronized among them.

Also, a huge amount of research and Big Data analysis is needed to know which social video platform would work best for which type of branded content and story, making research on form and substance, crucial.
What are the biggest challenges in planning and implementing an international campaign across four or more international borders?

Challenge 1:To create an“universal” idea. Challenge 2:Find the best and mostsuitable Platform, Technology & Media. Challenge 3:Coordination with local markets. Challenge 4: Organization. Challenge 5:Knowing local legal restrictions. Challenge 6:Time (as always).

Q: How difficult is it to find a content marketing idea that can translate across borders?
Ivan: To create content able to travel has always proven to be difficult. In my experience, the more “classical”, the more chances a story has to be international. Also, as Leo Tolstoy said, “Describe your village, and you will be universal”, meaning that it needs to appeal to the most common feelings and cultural reference points for everyone to understand and connect.

Q: Summarise yourself in three words.
Ivan: Feo, fuerte y formal

Q: What made you want to pursue a career in media and marketing?
Ivan: The need for telling stories

Q: Name your favourite ever content-driven campaign.
Ivan: Popeye the Sailor Man

Q&A with Gerhard Louw, International Media Management & Digital Transformation, Deutsche Telekom

Gerhard Louw has been with Deutsche Telekom AG at the headquarters in Bonn, Germany for more than 9 years. As Senior Manager, International Media Management & Digital Transformation, he is responsible for steering and coordinating the international media function for the Deutsche Telekom Group across its 13 national telecommunication companies in Europe.

Q: Why should agencies/advertisers enter the World Media Awards?
Gerhard: Awards are always a great opportunity to see the best work. In the case of the World Media Awards it´s more or less the only place where you will see strategy, creativity, media and content all coming together for the biggest brands on the planet. The fact that it the campaigns have to be internationally successful, definitely adds to the challenge! Seeing the best work also means an opportunity to compare how your own work is stacking up. Lastly, it´s also a chance to win an award or two. Try and beat that!

Q: What will you be looking for from the entries?/What will make a winning entry?/What does great branded content look like?
Gerhard: The 2017 entries should show how art & science work together to bring great communication & business results. As a judge I´ll be looking for that difficult-to-describe combination of consumer insights, brand strategy, ideas, creativity, usage of data, media channels and content. All in perfect harmony and in a way that shows the audience reacted with a “yes, yes, we like.” So results to prove the success should definitely not be missing in each and every entry.

Q: Why should advertisers use branded content – what is it best suited to achieve?
Gerhard: Branded content can be a great alternative and/or a great complement to traditionally paid advertising. One thing is clear – it´s definitely not easy to create great content! Branded content works best when it is natural, when it fits. That means it should seamlessly integrate into the environment where it is appearing, it should fit into the style, look and feel of its surroundings and come across to the audience as authentic and credible. And have an impact. That´s quite a list…

Q: Does branded content have to work harder than editorial?
Gerhard: If so, how do you make that happen? No, I don´t believe it should work harder, but just as hard as editorial.

Q: What are the biggest challenges in planning and implementing an international campaign across four or more international borders?
Gerhard: The biggest challenge is balancing everyone´s interests, especially on the advertiser´s side. In the end it comes down to the question of how to balance economies of scale and relevance. On the one hand economies of scale enables advertisers to produce campaigns and content once and then use it over and over again. On the other hand, the content needs to be locally relevant and makes business sense. Efficiency & effectiveness in one go.

Q: How do you balance what needs to be carried out from head office and what needs to be carried out locally in international content campaigns?
Gerhard: There´s no magic or easy answer to this and this will be different from advertiser to advertiser. The best way is to simply try and try again. Involvement of at least a few key markets/countries in the entire process to bring in the local perspectives is a prerequisite for success. For regional or global brands, some degree of control and involvement from the head office is inevitable. The question for each advertiser to solve individually is: how much?

Q: What made you want to pursue a career in media and marketing?
Gerhard: The glamour (okay, it was looooong ago), the fact that we barely wear suits (luckily still relevant) and the fact that we don´t stare at Excel-sheets all day!

Q: Describe your ideal client.
Gerhard: Myself!

Q: Which industry buzzword would you ban?
Gerhard: Programmatic

Q: Where do you see yourself in 10 years’ time?
Gerhard: Still in media & marketing!

Deadline for entries is 16th February 2017 – ENTER NOW

Q&A with Chris Carmichael Global Media & Marketing Consultant

Chris is a senior marketing professional with over 15years experience in the business. With a breadth of knowledge encompassing most aspects of the marketingmix (including Media Planning &  Buying, Communications Planning, Sponsorship, Digital Display, Search, Social, Experiential, Trade & Retail), Chris has a proven track record for building and leading high performing teams, managing agencies and delivering results.

Q: Why should agencies/advertisers enter the World Media Awards?
Chris: Great work deserves to be recognised, and the WMA exist to showcase the best work around the world. If you’re confident in your campaign, put it up against the best !

Q: What will you be looking for from the entries?/What will make a winning entry?/What does great branded content look like?
Chris: Making content that works across multiple markets is hard. Entries that show 1) a collaborative approach, 2) a clear consumer insight, 3) content that engages meaningfully with an audience and 4) in a way that effects a tangible result will definitely do well.

Q: What are the challenges and opportunities of integrating branded content across different platforms – from print to video, from mobile to TV?
Chris: You have to understand the role each channel plays, and ensure that the content is fit for purpose. In other words, what are you trying to achieve, and how can each channel help in achieving that goal ?

Q: What should clients look for in a native advertising/branded content proposal? And what should they look for in the team who will be delivering it?
Chris: There are 3 key elements which clients need to be aware of, and manage appropriately. 1) The client, their brand. What are they trying to achieve, and what messaging do they need to communicate ? 2) The partner/publisher and their brand. This is context which is critical 3) The end consumer and why they should care. The relative importance placed on each element can be dialled up/down, but getting that balance right is what makes the difference. In terms of the team, you need people who are natural collaborators – it’s no good having people who are wedded to their own ideas and ways of working.

Q: What are the biggest challenges in planning and implementing an international campaign across four or more international borders?
Chris: The main thing is relevance. Making one thing relevant to people in multiple geographies is really hard, and most of the time, people end up “adapting” things slightly to try and ensure it’s more relevant for each market. That’s the hardest thing, no question.

Q: How do you balance what needs to be carried out from head office and what needs to be carried out locally in international content campaigns?
Chris: Great question, and this absolutely goes to the heart of the problem facing most international clients. In very broad terms, head office tend to be more concerned with brand-led metrics, and making sure that the campaign properly reflects the brand, whereas local teams tend to be much more commercially focused – basically, how can this thing help us sell more stuff ?The end result can either be arrived at via a positive, collaborative approach where everyone puts aside their own agendas in pursuit of the common good. Or, the budget holder decides ! I’ll let you figure out which is more prevalent !

Q: Summarise yourself in three words.
Chris: Fun. Fair. Flippant.

Q: What made you want to pursue a career in media and marketing?
Chris: I’m old school – I never wanted to pursue a career in media & marketing !

Q: Describe your ideal client.
Chris: Er, me ? Just kidding- they have to have a clear vision & purpose, and an understanding of roles & responsibilities of everyone around them in order to achieve that goal. Still me then..

Q: Name your favourite ever content-driven campaign.
Chris: Probably the BMW series “The Hire” from the early 2000’s starring Clive Owen. Genuinely ahead of its time. And actually, Mercedes did something similar with “Lucky Star” much later starring Benicio del Toro – which was a sort of fake movie trailer. One of my friends didn’t realise it was an ad for Mercedes and was genuinely gutted that it wasn’t a real film !

Q: Who is the best industry speaker you have seen?
Chris: Probably Jon Steel (author of Perfect Pitch) although Sir Martin Sorrell is always impressive too.

Q: Which is your favourite social media platform, and why?
Chris: That’s tough, I use most of them at some point !

Q: Where is your ideal meeting venue?
Chris: A good restaurant !

Q: What is your favourite restaurant?
Chris: J Sheekey.

Q: What is hot in international content marketing, and what is not?
Chris: I think that chasing the latest hot or cool thing is what gets us into trouble a lot of the time…

Q: Which industry buzzword would you ban?
Chris: Any 3 letter acronym you can think of ! Although I’m a big fan of Bullshit Bingo as a good way to make light of the issue…!

Q: Where do you see yourself in 10 years’ time?
Chris: No idea. I don’t plan that far ahead, life’s too short.

Q: Finally, who would play you in a movie of your life?
Chris: Probably David Schwimmer…

Deadline for entries is 16th February 2017 – ENTER NOW

Q&A with Anselmo Araujo, Creative Content Director, Publicis One

Brazilian born, Anselmo has multi-country working experience that spans over 9-years in Marketing Communications, Creative Content Strategy, New Business Development and Ad Tech disciplines. Currently Anselmo has been instrumental in growing new business for LiquidThread Globally by collaborating in innovative product development, delivering market first product for brands such as Mondelez, Visa, Samsung, P&G, and Lego among others.

Anselmo is fluent in Spanish, English and Portuguese and in the last two years as Creative Content Director. Since he joined LiquidThread in 2014, Anselmo has been able to surpass objectives, increasingcontent activities in the Americas by 40%.

Why should agencies/advertisers enter the World Media Awards?
Anselmo: The WMA is one of the most innovative awards globally. While some could think that the best awards events are the ones with more tradition, those can be more commercial than having the pure spirit of recognition to good work. WMA brings back what an awards ceremony should look like. Entries are carefully analysed through a great selection of talent from all over the world. Agencies and Clients should definitely participate.

What will you be looking for from the entries?What will make a winning entry?What does great branded content look like?
Anselmo: The ability of combing Tech, Data and Innovation to an idea is what sets it apart from just plain idea. The simplicity of a concept should be seen and felt in the first few seconds facing the entry. I will be looking for details that combined makes it an awards winning entry.

Why should advertisers use branded content – what is it best suited to achieve?
Anselmo: Building content is far beyond better than borrowing and that is obvious. The power of being able to build the right content, respecting time and brands’ needs is crucial. The more we fully build, the riskier it becomes, but consequently it brings much higher and valuable results.

Does branded content have to work harder than editorial? If so, how do you make that happen?
Anselmo: Yes, although more fluidly. When the content is branded properly, the brand should not have to speak up, it should be subtle. The gradualism of believing in branded content is not by shocking the audience but emerging them into a story that tells the truth of a brand with a beautiful perspective that can be slowly and silently introduced into a person’s life and beliefs.

Are there any issues around ownership of branded content depending on who authored it? What does this mean in terms of copyrights, who can share it and where you can share it?
Anselmo: There are many ways to organically embed a brand into an existing content. We do need to understand that no content was created without the signature of an author, even if talking about UGC. Brands need to respect the authors of any kind of content. IP is useful but the credits of rights have to be respected.

What are the challenges and opportunities of integrating branded content across different platforms – from print to video, from mobile to TV?
Anselmo: The challenge remains when we try to integrate the content that was not originally sought out to have been amplified on the right platforms. It is messy to believe that a 30 seconds traditional spot could or should become the only and main asset for a full content campaign. The right way to have a uniform and well versatile campaign, platform-wise thinking, is to select the mediums first. The platforms should be selected prior to creating the main ideas and then when the idea is thought out, the platform will have its specific versions respecting its implications and benefits.

Do content-driven communications work better for brands in some industry sectors than others?
Anselmo: Definitely, but the universal truth of content is on its storytelling. When we know how to tell a good story, it doesn’t matter much where and how you tell it.

What should clients look for in a native advertising/branded content proposal? And what should they look for in the team who will be delivering it?
Anselmo: The ability to imagine from a content consumer perspective. When we are on the other side, we create for the other side.

How do you measure the ROI delivered by branded content campaigns? E.g. What KPIs should be measured? Is 2 seconds of video content really enough in terms of viewability?
Anselmo: ROI is measured by how much the audience is engaging, and of course each brand can decide on how much of an engagement metric could define a unit of ROI. Selling is and will always be a brand’s foremost objective. The way to sell has changed. Hard sales or sales with loyalty? Loyalty is what keeps consumers happy, therefore buying more year after year. Loyalty is an adjective of engagement. The more engaged the more loyal the more loyal the more sales, ROI peaks up.As for video viewability, in an era where auto-play is overused, 2 seconds isn’t enough to capture the acceptance or rejection of a content, good or bad. A consumers’ mind cannot assimilate ads from entertainment in matter of two seconds.

What are the biggest challenges in planning and implementing an international campaign across four or more international borders?
Anselmo: After implementing many global campaigns, the biggest challenge is 1. Landing on an idea that fluidly works cross borders and respects consumer’s beliefs and cultural backgrounds equally. 2. Being able to implement the concept on different languages.

How do you balance what needs to be carried out from head office and what needs to be carried out locally in international content campaigns?
Anselmo: The main idea should always become the unchangeable umbrella of a global campaign, locally, it can and should be tropicalized. We should always allow a percentage of flexibility to change the idea and adapt to the local markets. It is crucial that although we allow it to be moulded, that some of the core concept remains intact.

What is the role of media in helping to execute ideas internationally?
Anselmo: Media can amplify the idea giving it a second look and a second chance to adapt to timings and placements that perhaps were not originally planned. Media allow more flexibility on planning and execution for the idea across different markets.

Summarise yourself in three words.
Anselmo: Futuristic Innovative Thinker

What made you want to pursue a career in media and marketing?
Anselmo: The ability of changing life based on what they see naked eyes.

Describe your ideal client.
Anselmo: Myself

Where is your ideal meeting venue?
Anselmo: The Beach

What is your favourite restaurant?
Anselmo: Spot (Sao Paulo, Brazil)

Deadline for entries 16th February 2017 – ENTER NOW