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60 seconds with World Media Group President, Damian Douglas

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60 seconds with World Media Group President, Damian Douglas 

What have been your priorities during your term as president of the World Media Group?

Over the last 12 months my role has been to support the World Media Group’s strategy to dial back into the power of our journalism. This is the unique aspect that brings the World Media Brands together, and the world has never needed journalism that our brands stand for like it does today.

What trends are you currently seeing? 

We’re all trending towards content. Our brands are content-rich from an editorial perspective. The brands we work with from a commercial perspective equally have a very unique point of view on the world today, and how the world is evolving. Brands are dialling back into their purpose and trying to understand how their purpose marries with societal good as we look towards driving a more progressive future for everybody. I think that’s been one of the unique aspects over the last 12 to 18 months.

How can brands, agencies and publishers work together to achieve the best results? 

It’s essential to be aligned on what the objective is. Brands, as well as publishers, are content-rich, but understanding that differentiated position and a unique perspective on their own purpose and their own value, then understanding what the positive outcomes look like by communicating that, is crucially important.  Greater communication between all three is needed: understanding what success looks like, and then understanding where you take it next. Because this isn’t a three month or six month conversation. Brands are going to play a big significant part in how we evolve as societies, how our economies evolve, and they play a significant part in solving many of the challenges we face.[/vc_column_text][vc_column_text][/vc_column_text][/vc_column][/vc_row]

Making Content-Driven Marketing that People care About

Alex Delamain of The Economist and World Media Group explains how partnering with respected journalistic brands can deliver engagement, not just reach.

As SVP, global client partner at The Economist and president of the World Media Group, Alex Delamain’s role sits at the point of convergence between clients with marketing goals and a suite of respected media brands. As a result, she’s used to the balancing act required to create content-driven campaigns that audiences engage with meaningful ideas.
 
To dig into how she views best practice in this area, click on the link below:

Survey results in the news

The Future Of Content-Led Marketing Around The World Report In the News

Marketers Expect More Content-Driven Campaigns in 2020 – Edgy

Marketers Expect Content-Driven Campaigns to Increase in 2020 – E-marketer

Content Marketing Surge to Continue in 2020 – O’Dwyer’s

Content-Driven marketing expected to grow – MediaPost

L’activisme de marque, une tendance de fond – Viuz

Marketers Place More Importance On Cause Marketing – A.List

New survey suggests brand activism is on the rise – Ethical Marketing News

New World Media Group survey: Brand activism is on the rise –  Plus Media Update

Survey: Brand activism on the rise – Advanced Television

Brands Told To Pick A Cause For Relevant Content Marketing – Media Post

Brand activism is on the rise in content campaigns – Warc

World Media Group survey identifies activism as key campaign benefit – Bizzcommunity

El activismo de marca cobra importancia en las estrategias de branded content – Marketingdirecto.com

New survey suggests brand activism is on the rise – BusinessGhana

Content marketing trends: ‘brand activism’ on the rise – Netimperative

WMG Davos Diary – Key Takeaways from WEF 2020

Many World Media Group members were at the World Economic Forum in Davos last week to discuss the global, regional and industry issues affecting business leaders today. Here are some of the key takeaways, as observed by Katya Ionova, Creative Director, UK & EMEA, Business Insider and Damian Douglas, Managing Director, EMEA, Time.

Youth Power

Although the average demographic of attendees at Davos is aged 52-54 for men and aged 49 for women, the question of how we can support the younger generation was a critical theme that ran across many areas of discussion. Concerns ranging from the kind of planet we’re passing on, to the lack of funding for the global mental health epidemic that’s affecting the younger generation were high on the agenda. Greta Thunberg wasn’t the only young voice to be heard this year – 10 teenage activists from all over the world were invited along to encourage collaboration between generations.

Sustainability

Environmental risks, renewed commitments to sustainability, carbon-neutrality pledges, the circular economy and financing a sustainable future were all big themes and more CEOs were seen wearing the SDG pin. The message was clear: we have less than a decade to act, so maintaining the status quo or ‘business as usual’ is no longer acceptable.

Stakeholder Capitalism

The growth of stakeholder capitalism was a frequent discussion point. Companies can no longer serve only their shareholders but must consider all stakeholders, using business as a platform for change to address the environmental and societal issues that matter most to today’s employees and consumers.

Transformation

The Fourth Industrial Revolution and technology such as AI, driverless cars and the IoT formed the basis of many discussions around digital, organisational and societal transformation. The transformation of people was another important theme, from supporting mental health issues to unlocking the potential of human capital.

Brands as Content Creators

A packed fringe agenda featured events from brands such as Accenture, who produced a daily live show. Bank of America, EY and Refinitiv used their social and digital channels to deliver lively content throughout the week. Many World Media Group members led with a content agenda, such as The Wall Street Journal, which hosted The Journal House again, curating discussions on topics aligned to the seven themes of the main agenda. Media newcomers included Condé Nast’s Vogue, which hosted a networking nightcap in Davos House.

Purpose-Driven Marketing

Will we see Davos’ ‘Youth Activism’ theme translate into purpose-driven marketing campaigns? If previous years are anything to go by, they will trickle down from CEO to the rest of the boardroom and start to manifest in 9-12 months. Two years ago, the themes at Davos were around Women, Gender, Diversity and Equality; it’s no coincidence, then, that we saw an increase in DNI campaigns at Cannes last year. We predict that we’ll start seeing Gen Z-centric creative at Cannes in 2021.

Finally, we couldn’t sign off without mentioning the best-branded swag at the event! Every year, Zurich Insurance provides blue woolly hats and they were everywhere – even featured on posters for the Zurich-sponsored airport WiFi. Zurich gave out 13,000 hats this year and pledged to plant 13,000 trees. It goes to show that merchandise can still be an effective marketing tool if it’s a) useful, b) on-brand, and c) entirely fitting for the environment it’s being shared in.