{"id":6287,"date":"2018-01-11T15:45:38","date_gmt":"2018-01-11T15:45:38","guid":{"rendered":"http:\/\/www.wm-awards.com\/?p=2823"},"modified":"2018-01-11T15:45:38","modified_gmt":"2018-01-11T15:45:38","slug":"qa-with-deborah-perrot-media-manager-ibm-europe","status":"publish","type":"post","link":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-deborah-perrot-media-manager-ibm-europe\/","title":{"rendered":"Q&#038;A with Deborah Perrot, Media Manager, IBM Europe"},"content":{"rendered":"<p>Q&amp;A with Deborah Perrot, Media Manager\u00a0at IBM Europe 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 \/>\nDeborah: Because it is an opportunity for both introspection on the reasons for the choice of strategy, and also the occasion to learn from others.<\/p>\n<p><strong>Q: What are you hoping for most when you judge the awards?<\/strong><br \/>\nDeborah: To be surprised. To see for example an approach which might at first seem unexpected for a particular advertiser, but in fact delivered good results.<\/p>\n<p><strong>Content\/native advertising questions<\/strong><\/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?<\/strong><br \/>\nDeborah: It must arrest the viewer and provoke a reaction of curiosity \u2013 ah, I didn\u2019t know that, I\u2019d like to know more.It should be delivered on the appropriate device at the most opportune time, probably not 10am on Monday morning!<\/p>\n<p><strong>Q: How do you measure success when it comes to content-driven advertising?<\/strong><br \/>\nDeborah: Through brand awareness studies, uplift in recognition, interest in doing business with, likelihood to recommend, or number of shares and engagement.<\/p>\n<p><strong>International planning questions<\/strong><\/p>\n<p><strong>Q: How do you balance planning and implementation of cross-border branded content campaigns between \u2018local\u2019 offices and \u2018head office\u2019?<\/strong><br \/>\nDeborah: Must be complementary and bring something in addition which reinforces the local message. Planning is key with regards to timing in order to optimise presence.<\/p>\n<p><strong>Q: What is the key to finding a content marketing idea that can translate across borders?<\/strong><br \/>\nDeborah: Humour is universal, and also stories with a positive outcome for the underdog.<\/p>\n<p><strong>Q: What do you need to look for in your media partner(s) when planning an international content-driven advertising campaign?<\/strong><br \/>\nDeborah: Not just the usual requirements such as reach and affinity, but also a willingness to try something new. Tracking is key.<\/p>\n<p><strong>About you<\/strong><\/p>\n<p><strong>Q: Your dream holiday destination?<\/strong><br \/>\nDeborah: The Ladakh for the space and tranquillity.<\/p>\n<p><strong>Q: Your favourite band\/artist?<\/strong><br \/>\nDeborah: Massive Attack, Muddy Waters.<\/p>\n<p><strong>Q: Your favourite app for work? And for leisure\/personal use?<\/strong><br \/>\nDeborah:\u00a0Yuka. Scans food products and gives you an analysis of the quality, including sugar, fibre, protein, fat, salt \/ 100g<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Q&amp;A with Deborah Perrot, Media Manager\u00a0at IBM Europe 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? Deborah: Because it is an opportunity for both introspection on the reasons for the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2777,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,19,20],"tags":[],"class_list":["post-6287","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 Deborah Perrot, Media Manager, IBM Europe - 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-deborah-perrot-media-manager-ibm-europe\/\" \/>\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 Deborah Perrot, Media Manager, IBM Europe - World Media Group\" \/>\n<meta property=\"og:description\" content=\"Q&amp;A with Deborah Perrot, Media Manager\u00a0at IBM Europe 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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