{"id":6281,"date":"2018-01-11T14:16:00","date_gmt":"2018-01-11T14:16:00","guid":{"rendered":"http:\/\/www.wm-awards.com\/?p=2805"},"modified":"2018-01-11T14:16:00","modified_gmt":"2018-01-11T14:16:00","slug":"qa-with-jorg-dietzel-head-of-creative-sales-media-audi-ag","status":"publish","type":"post","link":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-jorg-dietzel-head-of-creative-sales-media-audi-ag\/","title":{"rendered":"Q&#038;A with Jorg Dietzel, Head of Creative \/ Sales Media, Audi AG"},"content":{"rendered":"<p>Jorg Dietzel, Head of Creative \/ Sales Media\u00a0at Audi AG and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. You can\u00a0<a href=\"https:\/\/worldmedia.awardsplatform.com\/\">enter here<\/a>.<\/p>\n<p><strong>General questions:<\/strong><\/p>\n<p><strong>Q: Why should agencies\/advertisers enter the World Media Awards?<\/strong><br \/>\nJorg: For recognition of their work and to win clients and talent.<\/p>\n<p><strong>Q:\u00a0What are you hoping for most when you judge the awards?<br \/>\n<\/strong>Jorg: To be inspired by great ideas.<\/p>\n<p><strong>Q:<\/strong>\u00a0What advice can you give potential entrants for creating a winning entry?<br \/>\nJorg: Make it relevant, original, impactful.<\/p>\n<p><strong>Content\/native advertising questions<br \/>\n<\/strong><\/p>\n<p><strong>Q:\u00a0What 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 \/>\nJorg: Create a story with a global truth, be authentic, push it in different platforms.<\/p>\n<p><strong>Q:\u00a0What is the role of the media agency in content-driven advertising?<\/strong><br \/>\nJorg: To identify the right platform and the right amount of seeding.<\/p>\n<p><strong>Q:\u00a0Podcasts are having a \u2018golden moment\u2019 in content-driven advertising. What\u2019s driving their ascendance? <\/strong><br \/>\nJorg: Easy to listen to on the move.<\/p>\n<p><strong>Q:\u00a0Repeatable content is a big trend right now \u2013 so how do you create a campaign that will bring consumers back again and again? And do brands need to start thinking and budgeting\u00a0differently to sustain this kind of ongoing content creation, rather than using the traditional campaign model?<\/strong><br \/>\nJorg:\u00a0 Put the brand first, think about what the core of the brand is and plan long-term. Once you have found a story, stick with it.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; Authentic, surprising, human stories.<\/p>\n<p><strong>Q:\u00a0Content-driven marketing is often associated with higher volumes of content but often lower production budgets than traditional advertising &#8211; how do you achieve great content without compromising craft?<\/strong><br \/>\nJorg: It\u2019s all about the idea and what level of execution the idea needs.<\/p>\n<p><strong>Q:\u00a0What are the challenges to advertisers\/agencies of creating content-led advertising campaigns that work across a number of competitive media owners? How can they overcome them? And should media owners collaborate more to grow their overall share of content?<\/strong><br \/>\nJorg: The challenge is definitely achieving impact \u2013 even great content needs to be seen and heard. To fully trust in organic reach isn\u2019t enough.<\/p>\n<p><strong>Q<\/strong>:\u00a0<strong>How do you measure success when it comes to content-driven advertising?<\/strong><br \/>\nJorg: Engagement through clicks, sharing, feedback.<\/p>\n<p><strong>Q:\u00a0What role does social media play in content-driven advertising campaigns?<\/strong><br \/>\nJorg:\u00a0 Probably the most authentic and credible platform.<\/p>\n<p><strong>Q:\u00a0With so many new content platforms and formats available, how do you make branded content campaigns work across a variety of different platforms?<\/strong><br \/>\nJorg: Develop the idea first and then understand the rules of the platform and adapt the creative accordingly.<\/p>\n<p><strong>International planning questions<\/strong><\/p>\n<p>Q:\u00a0What 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?<br \/>\nJorg: Check if the idea is truly a human truth that will travel globally. Look at where your targets are and choose channels accordingly. Push the content with media, at least initially.<\/p>\n<p><strong>Q:\u00a0How do you balance planning and implementation of cross-border branded content campaigns between \u2018local\u2019 offices and \u2018head office\u2019?<\/strong><br \/>\nJorg: Ideas can come from anywhere, the market or the head office. It\u2019s about recognizing its potential and then make it available to the markets by supplying it rights-free, for example. Make it as easy as possible (regarding money, timing) for markets to use.<\/p>\n<p><strong>Q:\u00a0What is the key to finding a content marketing idea that can translate across borders?<\/strong><br \/>\nJorg: Have an international team that can judge suitability, have an international agency.<\/p>\n<p><strong>Q:\u00a0What do you need to look for in your media partner(s) when planning an international content-driven advertising campaign?<\/strong><br \/>\nJorg: Global reach. Clever targeting. Innovative formats.<\/p>\n<p><strong>About you<\/strong><\/p>\n<p><strong>Q:\u00a0Your dream holiday destination?<\/strong><br \/>\nJorg: Singapore.<\/p>\n<p><strong>Q:\u00a0Your favourite band\/artist?<\/strong><br \/>\nJorg: Queen.<\/p>\n<p><strong>Q<\/strong>:\u00a0Your favourite film?<br \/>\nJorg: A Single Man.<\/p>\n<p><strong>Q<\/strong>:\u00a0Your favourite TV series?<br \/>\nJorg: Suits.<\/p>\n<p><strong>Q:\u00a0Your favourite app for work? And for leisure\/personal use? <\/strong><br \/>\nJorg: Facebook for both.<\/p>\n<p><strong>Q:\u00a0Who are your creative heroes and why?<\/strong><br \/>\nJorg: Neil French, John Hegarty. Both inspired me.<\/p>\n<p><strong>Q:\u00a0Your favourite restaurant or bar?<\/strong><br \/>\nJorg: Vault82 in Seoul.<\/p>\n<p><strong>Q:\u00a0Your favourite meal?<\/strong><br \/>\nJorg: Japanese.<\/p>\n<p><strong>Q:\u00a0Your favourite drink?<\/strong><br \/>\nJorg: Gin and Tonic.<\/p>\n<p><strong>Q:\u00a0Your guilty pleasure?<\/strong><br \/>\nJorg: Long Haul flights in business class with champagne, movies and a good book.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jorg Dietzel, Head of Creative \/ Sales Media\u00a0at Audi AG and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. You can\u00a0enter here. General questions: Q: Why should agencies\/advertisers enter the World Media Awards? Jorg: For recognition of their work and to win clients and talent. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2691,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,19,20],"tags":[],"class_list":["post-6281","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 Jorg Dietzel, Head of Creative \/ Sales Media, Audi AG - 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\/2018\/01\/11\/qa-with-jorg-dietzel-head-of-creative-sales-media-audi-ag\/\" \/>\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 Jorg Dietzel, Head of Creative \/ Sales Media, Audi AG - World Media Group\" \/>\n<meta property=\"og:description\" content=\"Jorg Dietzel, Head of Creative \/ Sales Media\u00a0at Audi AG and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018. 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