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 & \u00a0Buying, 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.<\/p>\n
Q: Why should agencies\/advertisers enter the World Media Awards?<\/span><\/strong> Q: What will you be looking for from the entries?\/What will make a winning entry?\/What does great branded content look like?<\/span><\/strong> Q: What are the challenges and opportunities of integrating branded content across different platforms \u2013 from print to video, from mobile to TV?<\/span><\/strong> 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?<\/strong><\/span> Q:\u00a0What are the biggest challenges in planning and implementing an international campaign across four or more international borders?<\/span><\/strong> Q:\u00a0How do you balance what needs to be carried out from head office and what needs to be carried out locally in international content campaigns?<\/span><\/strong> Q: Summarise yourself in three words.<\/strong><\/span> Q:\u00a0Describe your ideal client.<\/span><\/strong> Q:\u00a0Name your favourite ever content-driven campaign.<\/span><\/strong> Q:\u00a0Who is the best industry speaker you have seen? <\/strong><\/span>
\nChris:<\/span> Great work deserves to be recognised, and the WMA exist to showcase the best work around the world. If you\u2019re confident in your campaign, put it up against the best !<\/p>\n
\nChris:<\/span> 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.<\/p>\n
\nChris:<\/span>\u00a0You 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 ?<\/p>\n
\nChris:<\/span> 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 \u2013 it\u2019s no good having people who are wedded to their own ideas and ways of working.<\/p>\n
\nChris:<\/span> 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 \u201cadapting\u201d things slightly to try and ensure it\u2019s more relevant for each market. That\u2019s the hardest thing, no question.<\/p>\n
\nChris:<\/span> 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 \u2013 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\u2019ll let you figure out which is more prevalent !<\/p>\n
\nChris:<\/span> Fun. Fair. Flippant.
\n
\nQ:\u00a0What made you want to pursue a career in media and marketing? <\/span><\/strong>
\nChris:<\/span> I\u2019m old school \u2013 I never wanted to pursue a career in media & marketing !<\/p>\n
\nChris:<\/span> 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..<\/p>\n
\nChris:<\/span> Probably the BMW series \u201cThe Hire\u201d from the early 2000\u2019s starring Clive Owen. Genuinely ahead of its time. And actually, Mercedes did something similar with \u201cLucky Star\u201d much later starring Benicio del Toro \u2013 which was a sort of fake movie trailer. One of my friends didn\u2019t realise it was an ad for Mercedes and was genuinely gutted that it wasn\u2019t a real film !<\/p>\n
\nChris:<\/span> Probably Jon Steel (author of Perfect Pitch) although Sir Martin Sorrell is always impressive too.<\/p>\n