{"id":1709,"date":"2017-01-19T12:51:13","date_gmt":"2017-01-19T12:51:13","guid":{"rendered":"http:\/\/www.wm-awards.com\/?p=1709"},"modified":"2017-01-19T12:51:13","modified_gmt":"2017-01-19T12:51:13","slug":"qa-with-nigel-robinson-managing-partner-global-client-lead-mediacom","status":"publish","type":"post","link":"https:\/\/sandbox.world-media-group.com\/admin\/2017\/01\/19\/qa-with-nigel-robinson-managing-partner-global-client-lead-mediacom\/","title":{"rendered":"Q&#038;A with Nigel Robinson, Managing Partner, Global Client Lead, Mediacom"},"content":{"rendered":"<p>Global Account Director, managing global client relationships and leading teams across MediaCom worldwide.<\/p>\n<p>My single purpose is to help clients grow their business. Media has never been more fascinating, fast moving and its importance has never been greater. The pace of change is creating great opportunity for brands, but also greater complexity. My job is to help clients master that complexity, so they can navigate through an increasingly disrupted media world and capitalise on the new opportunities that grow their business.<\/p>\n<p>I have over 20 years\u2019 experience working in media agencies, the last 17 at MediaCom, London.<\/p>\n<p><span style=\"color: #201c44;\"><strong>Q: Why should agencies\/advertisers enter the World Media Awards?<br \/>\n<\/strong><\/span><span style=\"color: #f15b2c;\">Nigel:<\/span> Get the recognition your brilliant work deserves.<\/p>\n<p><strong><span style=\"color: #201c44;\">Q: What will you be looking for from the entries?\/What will make a winning entry?\/What does great branded content look like?<br \/>\n<\/span><\/strong><span style=\"color: #f15b2c;\">Nigel:<\/span> A powerful idea that has achieved scale and made a tangible difference to the business.<\/p>\n<p><strong><span style=\"color: #201c44;\">Q: Why should advertisers use branded content \u2013 what is it best suited to achieve?<br \/>\n<\/span><\/strong><span style=\"color: #f15b2c;\">Nigel:<\/span> Access to video production and distribution platforms has opened up to literally everyone and people are consuming content from a wide variety of sources. Consumer expectations have totally changed and all the old barricades have been smashed down. Brands that take advantage of this and create powerful connections to their audiences using content, are the brands that will succeed.<\/p>\n<p><strong><span style=\"color: #201c44;\">Q: What should clients look for in a native advertising\/branded content proposal?\u00a0 And what should they look for in the team who will be delivering it?<br \/>\n<\/span><\/strong><span style=\"color: #f15b2c;\">Nigel:<\/span> Branded content needs audience appeal, tapping into popular culture is a great way for the brand to connect with the audience and get noticed. But it\u2019s all too easy to do this and leave the brand behind. Entertaining content has to be relevant and link directly back to the brand. If that\u2019s achieved it will power the business forward.<\/p>\n<p><strong><span style=\"color: #201c44;\">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?<br \/>\n<\/span><\/strong><span style=\"color: #f15b2c;\">Nigel:<\/span> \u201cHead Office\u201d should only care about how campaigns perform in local markets. Yes it makes sense for brands to be globally consistent, but there needs to be freedom to tailor content campaigns locally so they truly resonate with the culture of the audience.<\/p>\n<p><strong><span style=\"color: #201c44;\">Q: How difficult is it to find a content marketing idea that can translate across borders?<br \/>\n<\/span><\/strong><span style=\"color: #f15b2c;\">Nigel:<\/span> Cultures can be very different from one market to another, but brands have the opportunity to tap into some very powerful human truths that are consistent across borders.<\/p>\n<p><strong><span style=\"color: #201c44;\">Q: What made you want to pursue a career in media and marketing?<\/span><br \/>\n<\/strong><span style=\"color: #f15b2c;\">Nigel:<\/span> The Honey Monster (see <a href=\"https:\/\/www.youtube.com\/watch?v=ZCwlCYyom9s\">https:\/\/www.youtube.com\/watch?v=ZCwlCYyom9s<\/a>)<\/p>\n<p><strong>Q: <span style=\"color: #201c44;\">Name your favourite ever content-driven campaign<\/span><\/strong><br \/>\n<span style=\"color: #f15b2c;\">Nigel:<\/span> T-Mobile Royal Wedding (<a href=\"https:\/\/www.youtube.com\/watch?v=Kav0FEhtLug\" target=\"_blank\" rel=\"noopener\">https:\/\/www.youtube.com\/watch?v=Kav0FEhtLug<\/a>)<\/p>\n<p><strong><span style=\"color: #201c44;\">Q: Who is the best industry speaker you have seen?<\/span><\/strong><br \/>\n<span style=\"color: #f15b2c;\">Nigel:<\/span> Sue Unerman, one of the smartest people I know.<\/p>\n<p><strong><span style=\"color: #201c44;\">Q: Which is your favourite social media platform, and why?<\/span><\/strong><br \/>\n<span style=\"color: #f15b2c;\">Nigel:<\/span> From a personal perspective has to be WhatsApp. Easy to use, ubiquitous, enables a conversation between like-minded people.<\/p>\n<p><span style=\"color: #201c44;\"><strong>Q: Where is your ideal meeting venue?<\/strong><\/span><br \/>\n<span style=\"color: #f15b2c;\">Nigel:<\/span> Anything other than a conference call.<\/p>\n<p><strong>Q<span style=\"color: #201c44;\">: <\/span><span style=\"color: #201c44;\">What is your favourite restaurant?<\/span> <\/strong><br \/>\n<span style=\"color: #f15b2c;\">Nigel:<\/span> The Beach House<\/p>\n<p><strong><span style=\"color: #201c44;\">Q: What is hot in international content marketing, and what is not?<\/span> <\/strong><br \/>\n<span style=\"color: #f15b2c;\">Nigel:<\/span> There\u2019s so many small vanity projects that never achieve real scale, these are not hot. Hot is great idea that has scale and actually makes a difference to a client\u2019s business.<\/p>\n<p><strong>Q: <span style=\"color: #201c44;\">Which industry buzzword would you ban?<\/span><\/strong><br \/>\n<span style=\"color: #f15b2c;\">Nigel:<\/span> Dark social<\/p>\n<p><strong>Q: <span style=\"color: #201c44;\">Where do you see yourself in 10 years\u2019 time?<\/span><\/strong><br \/>\n<span style=\"color: #f15b2c;\">Nigel:<\/span> Dark social<\/p>\n<p><strong>Q: <span style=\"color: #201c44;\">Finally, who would play you in a movie of your life?<\/span><br \/>\n<\/strong><span style=\"color: #f15b2c;\">Nigel:<\/span> Some people tell me I look like Tom Hanks, but I hate that. I\u2019d prefer Burt Lancaster.<\/p>\n<p>Deadline to enter is 16th February 2017 &#8211; <span style=\"color: #201c44;\"><a href=\"http:\/\/Q:\" target=\"_blank\" rel=\"noopener\">ENTER NOW<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Global Account Director, managing global client relationships and leading teams across MediaCom worldwide. My single purpose is to help clients grow their business. Media has never been more fascinating, fast moving and its importance has never been greater. The pace of change is creating great opportunity for brands, but also greater complexity. My job is [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1529,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,19,20],"tags":[],"class_list":["post-1709","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-awards-news","category-interview","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Q&amp;A with Nigel Robinson, Managing Partner, Global Client Lead, Mediacom - World Media Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sandbox.world-media-group.com\/admin\/2017\/01\/19\/qa-with-nigel-robinson-managing-partner-global-client-lead-mediacom\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Q&amp;A with Nigel Robinson, Managing Partner, Global Client Lead, Mediacom - World Media Group\" \/>\n<meta property=\"og:description\" content=\"Global Account Director, managing global client relationships and leading teams across MediaCom worldwide. 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