{"id":6285,"date":"2018-01-11T14:37:43","date_gmt":"2018-01-11T14:37:43","guid":{"rendered":"http:\/\/www.wm-awards.com\/?p=2819"},"modified":"2018-01-11T14:37:43","modified_gmt":"2018-01-11T14:37:43","slug":"qa-with-steve-ackerman-of-somethin-else","status":"publish","type":"post","link":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-steve-ackerman-of-somethin-else\/","title":{"rendered":"Q&#038;A with Steve Ackerman of Somethin\u2019 Else"},"content":{"rendered":"<p>Q&amp;A with Steve Ackerman of Somethin\u2019 Else\u00a0 and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018.\u00a0<a href=\"http:\/\/www.wm-awards.com\/how-to-enter\/\">You can 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 \/>\nSteve: Top work needs to be confirmed as such. It\u2019s a way to showcase work, win new clients and gain attention for great work.<\/p>\n<p><strong>Q: What are you hoping for most when you judge the awards?<\/strong><br \/>\nSteve:\u00a0To see a high standard of creativity and hopefully some work that pushes boundaries. Most of all I want to see work that truly understands the audience it\u2019s designed to target and has evidence of having done so.<\/p>\n<p><strong>Q: What advice can you give potential entrants for creating a winning entry?<\/strong><br \/>\nSteve:\u00a0 Be concise and tell a clear story. If you can\u2019t explain your entry clearly, then don\u2019t expect judges to \u201cget it\u201d.<strong><\/p>\n<p>Content\/native advertising questions<br \/>\n<\/strong><\/p>\n<p><strong>Q: What is the best content-driven advertising campaign you have seen in the past 12 months (which you weren\u2019t involved in)?<br \/>\n<\/strong>Steve: I think both GE and Marriot have been clever and consistent in their approach to content and showing a strong understanding of how it can compliment their more traditional advertising.<\/p>\n<p><strong>Q: Podcasts are having a \u2018golden moment\u2019 in content-driven advertising. What\u2019s driving their ascendance?<br \/>\n<\/strong>Steve: A combination of great tech (headphones are of a high standard now), great content and some stand out podcasts such as S-Town that have brought new users to the medium.<\/p>\n<p><strong>Q: Repeatable 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 differently to sustain this kind of ongoing content creation, rather than using the traditional campaign model?<\/strong><br \/>\nSteve:\u00a0Repeatable content is more than a trend \u2013 it\u2019s the key way brands need to think if they truly want to use content to best effect. Brands are in a battle for eyes and ears with all the other major content creators (BBC, Netflix, newspapers etc). They are specialists in repeatable content and building relationships with audiences. Brands need to learn from and copy this behaviour rather than think with a campaign mindset.<\/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 \/>\nSteve:\u00a0Think of the audience first and how to attract them, rather than thinking of the brand first and what it wants to say.<\/p>\n<p><strong>Q: What role does social media play in content-driven advertising campaigns?<\/strong><br \/>\nSteve:\u00a0It\u2019s a crucial component and like saying you\u2019ll make a TV show without trailers for the show. It also offers a great opportunity to build audience interaction into strong creative thinking.<\/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?<br \/>\n<\/strong>Steve:\u00a0Now that would be telling!<strong><\/p>\n<p>International planning questions<\/p>\n<p>Q: How do you balance planning and implementation of cross-border branded content campaigns between \u2018local\u2019 offices and \u2018head office\u2019?<\/strong><br \/>\nSteve:\u00a0Completely depends on the creative, but without local input, the risk of not understanding cultural nuances is high<strong>.<\/strong><\/p>\n<p><strong>Q: What is the key to finding a content marketing idea that can translate across borders?<\/strong><br \/>\nSteve:\u00a0Thinking about the passion points we share, leads to creative touchpoints that can appeal in different territories. But every idea needs adapting to reflect local subtleties.<strong><\/p>\n<p>About you:<\/p>\n<p><\/strong><strong>Q: What was your first single\/music download?<\/strong><br \/>\nSteve: The first thing I bought was a cassette. I\u2019ll explain another time. It was ABC The Lexicon of Love.<\/p>\n<p><strong>Your favourite TV series?<br \/>\n<\/strong>Steve:\u00a0Nothing will ever beat The Wire. Ever.<\/p>\n<p><strong>Q: Your favourite drink?<\/strong><br \/>\nSteve:\u00a0A well made Negroni or a high quality Malbec.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Q&amp;A with Steve Ackerman of Somethin\u2019 Else\u00a0 and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018.\u00a0You can enter here. General questions: Q: Why should agencies\/advertisers enter the World Media Awards? Steve: Top work needs to be confirmed as such. It\u2019s a way to showcase work, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2547,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,19,20],"tags":[],"class_list":["post-6285","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 Steve Ackerman of Somethin\u2019 Else - 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-steve-ackerman-of-somethin-else\/\" \/>\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 Steve Ackerman of Somethin\u2019 Else - World Media Group\" \/>\n<meta property=\"og:description\" content=\"Q&amp;A with Steve Ackerman of Somethin\u2019 Else\u00a0 and also a judge for the World Media Awards which are now open for entries UNTIL 25TH JANUARY 2018.\u00a0You can enter here. 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