{"id":6267,"date":"2017-12-19T12:08:20","date_gmt":"2017-12-19T12:08:20","guid":{"rendered":"http:\/\/www.wm-awards.com\/?p=2761"},"modified":"2017-12-19T12:08:20","modified_gmt":"2017-12-19T12:08:20","slug":"qa-with-jim-piercy-creative-director-custom-studios-emeaasia-at-dow-jones","status":"publish","type":"post","link":"https:\/\/sandbox.world-media-group.com\/admin\/2017\/12\/19\/qa-with-jim-piercy-creative-director-custom-studios-emeaasia-at-dow-jones\/","title":{"rendered":"Q&#038;A with Jim Piercy, Creative Director, Custom Studios, EMEA\/Asia at Dow Jones"},"content":{"rendered":"<p>Jim Piercy, Creative Director, Custom Studios, EMEA\/Asia at Dow Jones and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. You can <a href=\"https:\/\/worldmedia.awardsplatform.com\/\">enter here<\/a>.<\/p>\n<p><strong>General questions:<\/strong><\/p>\n<p><strong>Q.\u00a0What are you hoping for most when you judge the awards<\/strong>?<br \/>\nJim: Interesting creative executions that demonstrate an understanding of the client problem, and illustrate the solution clearly.<\/p>\n<p><strong>Q. What advice can you give potential entrants for creating a winning entry?<\/strong><br \/>\nJim:\u00a0Be clear on the aims of the campaign, and crucially consider how the results reflect the original challenge. A common mistake is show results that bear no relation to the original brief.<\/p>\n<p><strong>Content\/native advertising questions:<\/strong><\/p>\n<p><strong>Q. What are the most important factors to consider when creating content-led advertising? (e.g. story, relevance, length of content, type of content, media partner)?<\/strong><br \/>\nJim:\u00a0Why have you chosen content? What is a content campaign doing that display (for e.g.) can\u2019t? Why would the audience choose to spend time with your content piece?<\/p>\n<p><strong>Q. Content needs to be able to attract audience&#8217;s attention, not simply disrupt and annoy. What&#8217;s the key to truly engaging content?&#8217;<\/strong><br \/>\nJim:\u00a0You have to consider the value the content gives the audience. The best content must inform or entertain \u2013 preferably BOTH.<\/p>\n<p><strong>Q. With so many new content platforms and formats available, how do you make branded content campaigns work across a variety of different platforms?<\/strong><br \/>\nJim:\u00a0You have to be mindful of different formats\/platforms and how they\u2019re engaged with. There should be an overarching campaign structure and idea, but how that plays out across platforms and formats can be very different, or at least nuanced.<\/p>\n<p><strong>Q. What are the killer questions an agency\/media owner should ask a client to ensure that their content brief is fit for purpose?<\/strong><br \/>\nJim:\u00a0Why content? If they can\u2019t answer that they need to go back and ask themselves what their strategy is.<\/p>\n<p><strong>International planning questions:<\/strong><\/p>\n<p><strong>Q. What three pieces of advice would you give a brand about to embark on a branded content campaign that needs to work across multiple countries\/regions?<\/strong><br \/>\nJim:\u00a0Again, be mindful of the reason for doing content. Content isn\u2019t a media or a platform, it should be an idea \u2013 what does that idea mean for the client and, by extension, the worldwide audience.<\/p>\n<p>Think about cultural differences \u2013 beyond things that could be offensive or sensitive. And that goes for English-speaking territories too. There are nuances in tone, humour etc that need to be understood.<\/p>\n<p>Spend time in the target market.<\/p>\n<p><strong>Q. Do some content platforms work more universally across multiple regions than others? E.g. does video work well everywhere but editorial content work better in some regions than others?<\/strong><br \/>\nJim:\u00a0I don\u2019t see any evidence of that, because the question talks about formats and not specific ideas. We need to frame the conversation for clients around world-class creative ideas, not how they\u2019re being delivered.<\/p>\n<p><strong>About you:<\/strong><\/p>\n<p><strong>Q. Your favourite band\/artist?<\/strong><br \/>\nJim:\u00a0Stevie Wonder<\/p>\n<p><strong>Q. Your favourite film?<\/strong><br \/>\nJim:\u00a0A Room for Romeo Brass<\/p>\n<p><strong>Q. Who are your creative heroes and why?<\/strong><br \/>\nJim:\u00a0Too many to list, but people who stuck to their vision and didn\u2019t care what anyone else thought of it<\/p>\n<p><strong>Q. Your favourite restaurant or bar?<\/strong><br \/>\nJim:\u00a0Bar Stories in Singapore \u2013 no menu, just chat to David and he creates a bespoke cocktail.<br \/>\nRestaurant \u2013 St John in London<\/p>\n<p><strong>Q. Your guilty pleasure?<\/strong><br \/>\nJim:\u00a0I don\u2019t feel guilty about any form of pleasure<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jim Piercy, Creative Director, Custom Studios, EMEA\/Asia at Dow Jones and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. You can enter here. General questions: Q.\u00a0What are you hoping for most when you judge the awards? Jim: Interesting creative executions that demonstrate an understanding of [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2569,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,19,20],"tags":[],"class_list":["post-6267","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 Jim Piercy, Creative Director, Custom Studios, EMEA\/Asia at Dow Jones - 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\/12\/19\/qa-with-jim-piercy-creative-director-custom-studios-emeaasia-at-dow-jones\/\" \/>\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 Jim Piercy, Creative Director, Custom Studios, EMEA\/Asia at Dow Jones - World Media Group\" \/>\n<meta property=\"og:description\" content=\"Jim Piercy, Creative Director, Custom Studios, EMEA\/Asia at Dow Jones and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. 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