{"id":6223,"date":"2016-01-18T23:14:48","date_gmt":"2016-01-18T23:14:48","guid":{"rendered":"http:\/\/www.wm-awards.com\/?p=437"},"modified":"2016-01-18T23:14:48","modified_gmt":"2016-01-18T23:14:48","slug":"qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks","status":"publish","type":"post","link":"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/","title":{"rendered":"Q&A with Niki Webb, CEO EMEA at FleishmanHillard, ContentWorks"},"content":{"rendered":"

\"Niki-Webb\"<\/a><\/p>\n

As a journalist and marketer Niki, with 20 years\u2019 branded content experience and as a frequent media commentator she brings her skills to the new emerging world of branded content and has also worked with brands which include HSBC, Zurich and RAC.<\/p>\n

Q: Why is now a relevant time to be launching these awards?<\/span><\/strong>
\nNiki:<\/span><\/strong> Client spend is increasing in paid as they can see clear ROI and brand-building plus through content marketing, the creative solutions are themselves interesting and exciting. <\/p>\n

Q: What is different about these awards?<\/span><\/strong>
\nNiki:<\/span><\/strong> These awards capture the momentum and vibrancy in global media. They will create a showcase of world-leading examples and innovation.<\/p>\n

Q: Are content-driven communications, customised content, native advertising, sponsored content, brand journalism, owned media and branded content the same thing?<\/span><\/strong>
\nNiki:<\/span><\/strong> No. Put simply, content marketing, like paid media, is a science and an art with many areas of specialism. Content driven communications or branded content is insight-driven, strategic… planned pieces that have at their heart an authenticity in storytelling. Brand journalists are the people that craft it. Native and sponsored are both ways to amplify and monetise content. <\/p>\n

Q: What does good native content look like?<\/span><\/strong>
\nNiki:<\/span><\/strong> It feels right and true for both the brand and in its connection to the audience. A good example of what it looks like can be seen here with the RAC\u2019s online magazine.<\/a><\/strong><\/p>\n

Q: Why should brands use native content \u2013 what is it best suited to achieve?<\/span><\/strong>
\nNiki:<\/span><\/strong> Native solutions are an elegant way to amplify good content. It works well where there is a healthy, specialised inventory and a natural fit between the publisher and branded content. I’m seeing some real added value to the audience experience in enterprise b2b and c-suite targeting. <\/p>\n

Q: Why are consumers embracing branded content?<\/span><\/strong>
\nNiki:<\/span><\/strong> Consumers naturally turn to brands for expertise – there’s nothing new there. What they appreciate is content that clearly has value and relevance to their lives and to their curiosity. <\/p>\n

Q: Are there any pitfalls to avoid in content-driven marketing?<\/span><\/strong>
\nNiki:<\/span><\/strong> Many. But you can avoid most of them by ensuring your senior counsel is with agencies that are pure play content agencies with a credible team of brand journalists in-house.<\/p>\n

Q: How do you measure the impact of content-driven communications?<\/span><\/strong>
\nNiki:<\/span><\/strong> We have developed a fusion model that captures brand impact, traffic, value and influence. There’s no single product that can do this, it’s intensive measurement by specialists. <\/p>\n

Q: What are the key differences in planning a \u2018multi-national\u2019 (different campaigns for different countries) versus \u2018international\u2019 campaign? (one campaign that works across several countries)?<\/span><\/strong>
\nNiki:<\/span><\/strong> For global campaigns the brand story has to be the absolute core. There is a tendency to use more local tactical approaches so it’s best to work through these in the planning phases and use brand journalists to create the outline narrative first. Localisation is a fine art but is easier if there is a shared narrative. <\/p>\n

See more interviews \/ Judges\u2019 views on what makes great, content-led, international advertising.<\/> <\/p>\n

Enter your campaign by 29 January 2016!<\/><\/span><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

As a journalist and marketer Niki, with 20 years\u2019 branded content experience and as a frequent media commentator she brings her skills to the new emerging world of branded content and has also worked with brands which include HSBC, Zurich and RAC. Q: Why is now a relevant time to be launching these awards? Niki: […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,17],"tags":[],"class_list":["post-6223","post","type-post","status-publish","format-standard","hentry","category-interview","category-uncategorized"],"yoast_head":"\nQ&A with Niki Webb, CEO EMEA at FleishmanHillard, ContentWorks - 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\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Q&A with Niki Webb, CEO EMEA at FleishmanHillard, ContentWorks - World Media Group\" \/>\n<meta property=\"og:description\" content=\"As a journalist and marketer Niki, with 20 years\u2019 branded content experience and as a frequent media commentator she brings her skills to the new emerging world of branded content and has also worked with brands which include HSBC, Zurich and RAC. Q: Why is now a relevant time to be launching these awards? Niki: […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/\" \/>\n<meta property=\"og:site_name\" content=\"World Media Group\" \/>\n<meta property=\"article:published_time\" content=\"2016-01-18T23:14:48+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.wm-awards.com\/admin\/wp-content\/uploads\/2015\/11\/Niki-Webb-150x150.png\" \/>\n<meta name=\"author\" content=\"Sheryl\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sheryl\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/\",\"url\":\"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/\",\"name\":\"Q&A with Niki Webb, CEO EMEA at FleishmanHillard, ContentWorks - World Media Group\",\"isPartOf\":{\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.wm-awards.com\/admin\/wp-content\/uploads\/2015\/11\/Niki-Webb-150x150.png\",\"datePublished\":\"2016-01-18T23:14:48+00:00\",\"dateModified\":\"2016-01-18T23:14:48+00:00\",\"author\":{\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/85a47e286650a4c79c574a935919a13a\"},\"breadcrumb\":{\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/#breadcrumb\"},\"inLanguage\":\"WMG-custom\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"WMG-custom\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/#primaryimage\",\"url\":\"http:\/\/www.wm-awards.com\/admin\/wp-content\/uploads\/2015\/11\/Niki-Webb-150x150.png\",\"contentUrl\":\"http:\/\/www.wm-awards.com\/admin\/wp-content\/uploads\/2015\/11\/Niki-Webb-150x150.png\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/sandbox.world-media-group.com\/admin\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Q&A with Niki Webb, CEO EMEA at FleishmanHillard, ContentWorks\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/#website\",\"url\":\"https:\/\/sandbox.world-media-group.com\/admin\/\",\"name\":\"World Media Group\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/sandbox.world-media-group.com\/admin\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"WMG-custom\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/85a47e286650a4c79c574a935919a13a\",\"name\":\"Sheryl\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"WMG-custom\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g\",\"caption\":\"Sheryl\"},\"url\":\"https:\/\/sandbox.world-media-group.com\/admin\/author\/sheryl\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Q&A with Niki Webb, CEO EMEA at FleishmanHillard, ContentWorks - World Media Group","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/","og_locale":"en_US","og_type":"article","og_title":"Q&A with Niki Webb, CEO EMEA at FleishmanHillard, ContentWorks - World Media Group","og_description":"As a journalist and marketer Niki, with 20 years\u2019 branded content experience and as a frequent media commentator she brings her skills to the new emerging world of branded content and has also worked with brands which include HSBC, Zurich and RAC. Q: Why is now a relevant time to be launching these awards? Niki: […]","og_url":"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/","og_site_name":"World Media Group","article_published_time":"2016-01-18T23:14:48+00:00","og_image":[{"url":"http:\/\/www.wm-awards.com\/admin\/wp-content\/uploads\/2015\/11\/Niki-Webb-150x150.png"}],"author":"Sheryl","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Sheryl","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/","url":"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/","name":"Q&A with Niki Webb, CEO EMEA at FleishmanHillard, ContentWorks - World Media Group","isPartOf":{"@id":"https:\/\/sandbox.world-media-group.com\/admin\/#website"},"primaryImageOfPage":{"@id":"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/#primaryimage"},"image":{"@id":"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/#primaryimage"},"thumbnailUrl":"http:\/\/www.wm-awards.com\/admin\/wp-content\/uploads\/2015\/11\/Niki-Webb-150x150.png","datePublished":"2016-01-18T23:14:48+00:00","dateModified":"2016-01-18T23:14:48+00:00","author":{"@id":"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/85a47e286650a4c79c574a935919a13a"},"breadcrumb":{"@id":"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/#breadcrumb"},"inLanguage":"WMG-custom","potentialAction":[{"@type":"ReadAction","target":["https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/"]}]},{"@type":"ImageObject","inLanguage":"WMG-custom","@id":"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/#primaryimage","url":"http:\/\/www.wm-awards.com\/admin\/wp-content\/uploads\/2015\/11\/Niki-Webb-150x150.png","contentUrl":"http:\/\/www.wm-awards.com\/admin\/wp-content\/uploads\/2015\/11\/Niki-Webb-150x150.png"},{"@type":"BreadcrumbList","@id":"https:\/\/sandbox.world-media-group.com\/admin\/2016\/01\/18\/qa-with-niki-webb-ceo-emea-at-fleishmanhillard-contentworks\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/sandbox.world-media-group.com\/admin\/"},{"@type":"ListItem","position":2,"name":"Q&A with Niki Webb, CEO EMEA at FleishmanHillard, ContentWorks"}]},{"@type":"WebSite","@id":"https:\/\/sandbox.world-media-group.com\/admin\/#website","url":"https:\/\/sandbox.world-media-group.com\/admin\/","name":"World Media Group","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/sandbox.world-media-group.com\/admin\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"WMG-custom"},{"@type":"Person","@id":"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/85a47e286650a4c79c574a935919a13a","name":"Sheryl","image":{"@type":"ImageObject","inLanguage":"WMG-custom","@id":"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","caption":"Sheryl"},"url":"https:\/\/sandbox.world-media-group.com\/admin\/author\/sheryl\/"}]}},"_links":{"self":[{"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/posts\/6223","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/comments?post=6223"}],"version-history":[{"count":0,"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/posts\/6223\/revisions"}],"wp:attachment":[{"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/media?parent=6223"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/categories?post=6223"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/tags?post=6223"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}