Antoine Dubois, senior vice-president of communication, advertising, social and media at AccorHotels, explains why \u2018brandformance\u2019 is key to measuring content success.Antoine has 15 years\u2019 experience in the communications industry, gained across both agency (Leo Burnett) and subsequently client-side. Before joining AccorHotels in 2011, he worked at Disneyland Paris as Content Integrator Manager, Europe and subsequently at national French radio group, RTL.<\/p>\n
1 \u2013 WHY SHOULD AGENCIES\/ADVERTISERS ENTER THE WORLD MEDIA AWARDS?<\/p>\n
\u201cThese Awards are key for our industry. I think the industry does not highlight enough how important it is to have great international campaigns. It needs to be recognised as an area where an agency can really add value.\u201d<\/p>\n
2 \u2013 WHAT WILL YOU BE LOOKING FOR FROM THE ENTRIES?<\/p>\n
\u201cI\u2019ll check the capacity for one single idea to be relevant, and have an impact, on different countries at the same time. Universal ideas are hard to find but are key for international campaigns.\u201d<\/p>\n
3 \u2013 WHY SHOULD ADVERTISERS USE BRANDED CONTENT \u2013 WHAT IS IT BEST SUITED TO ACHIEVE?<\/p>\n
\u201cIt is the best way today to communicate with the consumer. These days KPIs are no longer focused around brand awareness. Brand consideration and engagement are now key elements in the game. Brand content excels in generating a great marketing and social score.\u201d<\/p>\n