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.<\/p>\n
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%.<\/p>\n
Why should agencies\/advertisers enter the World Media Awards? What will you be looking for from the entries?What will make a winning entry?What does great branded content look like? Why should advertisers use branded content \u2013 what is it best suited to achieve?<\/strong><\/span> Does branded content have to work harder than editorial? If so, how do you make that happen?<\/strong><\/span> 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?<\/strong> What are the challenges and opportunities of integrating branded content across different platforms \u2013 from print to video, from mobile to TV?<\/span><\/strong> Do content-driven communications work better for brands in some industry sectors than others?<\/span><\/strong> 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> 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?<\/span><\/strong> What are the biggest challenges in planning and implementing an international campaign across four or more international borders?<\/strong><\/span> 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?<\/span><\/strong>
\n<\/strong><\/span>Anselmo:<\/span> 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.<\/p>\n
\n<\/strong><\/span>Anselmo:<\/span> 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.<\/p>\n
\nAnselmo:<\/span> 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\u2019 needs is crucial. The more we fully build, the riskier it becomes, but consequently it brings much higher and valuable results.<\/p>\n
\nAnselmo:<\/span> 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\u2019s life and beliefs.<\/p>\n
\nAnselmo:<\/span> 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.<\/p>\n
\nAnselmo:<\/span> 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.<\/p>\n
\nAnselmo:<\/span> Definitely, but the universal truth of content is on its storytelling. When we know how to tell a good story, it doesn\u2019t matter much where and how you tell it.<\/p>\n
\nAnselmo:<\/span> The ability to imagine from a content consumer perspective. When we are on the other side, we create for the other side.<\/p>\n
\nAnselmo:<\/span> 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\u2019s 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\u2019t enough to capture the acceptance or rejection of a content, good or bad. A consumers\u2019 mind cannot assimilate ads from entertainment in matter of two seconds.<\/p>\n
\nAnselmo:<\/span> After implementing many global campaigns, the biggest challenge is 1. Landing on an idea that fluidly works cross borders and respects consumer\u2019s beliefs and cultural backgrounds equally. 2. Being able to implement the concept on different languages.<\/p>\n
\nAnselmo:<\/span> 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.<\/p>\n