{"id":6289,"date":"2018-01-11T16:04:56","date_gmt":"2018-01-11T16:04:56","guid":{"rendered":"http:\/\/www.wm-awards.com\/?p=2833"},"modified":"2018-01-11T16:04:56","modified_gmt":"2018-01-11T16:04:56","slug":"qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times","status":"publish","type":"post","link":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/","title":{"rendered":"Q&#038;A with Graham McDonnell Creative Director, T Brand Studio International for The New York Times"},"content":{"rendered":"<p>Graham McDonnell Creative Director, T Brand Studio International for The New York Times 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>General Questions<\/p>\n<p><strong>Q: Why should agencies\/advertisers enter the World Media Awards?<br \/>\n<\/strong>Graham: The World Media Awards stand as a showcase of the very best content being created in the industry over the past few years and winning an award gives the recognition of your peers at being the best in your respective field.<\/p>\n<p><strong>Q: What are you hoping for most when you judge the awards?<br \/>\n<\/strong>Graham: True examples of exemplary creativity and innovation, but most of all, evidence that the project delivered tangible results for the client<\/p>\n<p><strong>Q: What advice can you give potential entrants for creating a winning entry?<br \/>\n<\/strong>Graham: As a former winner, I\u2019d advise that creating award-winning projects isn\u2019t enough. You need to be able to effectively communicate the key points and outcomes if you stand a chance of winning.<\/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)?<br \/>\n<\/strong>Graham: All of the above are important, but the biggest thing to consider is your audience and the content they come to your platform to consume. If your branded content deviates from this, they aren\u2019t likely to engage with it.<\/p>\n<p><strong>Q: Podcasts are having a \u2018golden moment\u2019 in content-driven advertising. What\u2019s driving their ascendance?<br \/>\n<\/strong>Graham: I\u2019d say the relationship between the medium and the story. Podcasts have been around for years, but only recently have brands found the right type of story that works well in this form.<\/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 \/>\nGraham:\u00a0There\u2019s a famous quote in advertising that goes along the lines of \u2018We need to stop Interrupting what people are interested in, and be what they\u2019re interested in\u201d, which sums it up perfectly.<\/p>\n<p><strong>International planning questions<\/strong><\/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 \/>\nGraham: I think story is more important than region when deciding on how to execute your content. If the story is relevant to the audience and gives them a relative \u2018payoff\u2019 from their decision to invest their time in consuming it, then you\u2019re already half way there<\/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?<br \/>\n<\/strong>Graham: As our international studio alone has offices in London, Paris and Hong Kong, this has been a challenge we have had to overcome ourselves recently. Having driven people \u2018on the ground\u2019 is imperative to success, and our job as leads is to make sure a solid set of processes are in place and understood before you jump in<\/p>\n<p><strong>Q: What is the key to finding a content marketing idea that can translate across borders?<\/strong><br \/>\nGraham: Simplify. Interests and trends can change vastly from region to region, but if you take it back a step and try to find a visceral, personal story (rather than product or service based) then this tends to work<\/p>\n<p><strong>About you<\/strong><\/p>\n<p><strong>Q: Your dream holiday destination?<br \/>\n<\/strong>Graham:<strong>\u00a0<\/strong>Vietnam<\/p>\n<p><strong>Q: What was your first single\/music download?<\/strong><br \/>\nGraham: No Doubt \u2013 Don\u2019t Speak<\/p>\n<p><strong>Q: Your favourite film?<br \/>\n<\/strong>Graham: Jurassic Park<\/p>\n<p><strong>Q: Your favourite TV series?<br \/>\n<\/strong>Graham: Sherlock<\/p>\n<p><strong>Q: Your favourite app for work? Google InboxAnd for leisure\/personal use?<\/strong><br \/>\nGraham: Instagram<\/p>\n<p><strong>Q: Graham: Your favourite drink?<\/strong><br \/>\nGraham: Old Fashioned<\/p>\n<p><strong>Q: Your guilty pleasure?<br \/>\n<\/strong>Graham: 80s Music<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Graham McDonnell Creative Director, T Brand Studio International for The New York Times 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? Graham: The World Media Awards stand as a showcase [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2561,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,19,20],"tags":[],"class_list":["post-6289","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 Graham McDonnell Creative Director, T Brand Studio International for The New York Times - 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-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/\" \/>\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 Graham McDonnell Creative Director, T Brand Studio International for The New York Times - World Media Group\" \/>\n<meta property=\"og:description\" content=\"Graham McDonnell Creative Director, T Brand Studio International for The New York Times 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? Graham: The World Media Awards stand as a showcase [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/\" \/>\n<meta property=\"og:site_name\" content=\"World Media Group\" \/>\n<meta property=\"article:published_time\" content=\"2018-01-11T16:04:56+00:00\" \/>\n<meta name=\"author\" content=\"Sheryl\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sheryl\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/\",\"url\":\"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/\",\"name\":\"Q&A with Graham McDonnell Creative Director, T Brand Studio International for The New York Times - World Media Group\",\"isPartOf\":{\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/#primaryimage\"},\"thumbnailUrl\":\"\",\"datePublished\":\"2018-01-11T16:04:56+00:00\",\"dateModified\":\"2018-01-11T16:04:56+00:00\",\"author\":{\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/85a47e286650a4c79c574a935919a13a\"},\"breadcrumb\":{\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/#breadcrumb\"},\"inLanguage\":\"WMG-custom\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"WMG-custom\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/sandbox.world-media-group.com\/admin\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Q&#038;A with Graham McDonnell Creative Director, T Brand Studio International for The New York Times\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/#website\",\"url\":\"https:\/\/sandbox.world-media-group.com\/admin\/\",\"name\":\"World Media Group\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/sandbox.world-media-group.com\/admin\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"WMG-custom\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/85a47e286650a4c79c574a935919a13a\",\"name\":\"Sheryl\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"WMG-custom\",\"@id\":\"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g\",\"caption\":\"Sheryl\"},\"url\":\"https:\/\/sandbox.world-media-group.com\/admin\/author\/sheryl\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Q&A with Graham McDonnell Creative Director, T Brand Studio International for The New York Times - World Media Group","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/","og_locale":"en_US","og_type":"article","og_title":"Q&A with Graham McDonnell Creative Director, T Brand Studio International for The New York Times - World Media Group","og_description":"Graham McDonnell Creative Director, T Brand Studio International for The New York Times 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? Graham: The World Media Awards stand as a showcase [&hellip;]","og_url":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/","og_site_name":"World Media Group","article_published_time":"2018-01-11T16:04:56+00:00","author":"Sheryl","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Sheryl","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/","url":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/","name":"Q&A with Graham McDonnell Creative Director, T Brand Studio International for The New York Times - World Media Group","isPartOf":{"@id":"https:\/\/sandbox.world-media-group.com\/admin\/#website"},"primaryImageOfPage":{"@id":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/#primaryimage"},"image":{"@id":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/#primaryimage"},"thumbnailUrl":"","datePublished":"2018-01-11T16:04:56+00:00","dateModified":"2018-01-11T16:04:56+00:00","author":{"@id":"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/85a47e286650a4c79c574a935919a13a"},"breadcrumb":{"@id":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/#breadcrumb"},"inLanguage":"WMG-custom","potentialAction":[{"@type":"ReadAction","target":["https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/"]}]},{"@type":"ImageObject","inLanguage":"WMG-custom","@id":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/sandbox.world-media-group.com\/admin\/2018\/01\/11\/qa-with-graham-mcdonnell-creative-director-t-brand-studio-international-for-the-new-york-times\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/sandbox.world-media-group.com\/admin\/"},{"@type":"ListItem","position":2,"name":"Q&#038;A with Graham McDonnell Creative Director, T Brand Studio International for The New York Times"}]},{"@type":"WebSite","@id":"https:\/\/sandbox.world-media-group.com\/admin\/#website","url":"https:\/\/sandbox.world-media-group.com\/admin\/","name":"World Media Group","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/sandbox.world-media-group.com\/admin\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"WMG-custom"},{"@type":"Person","@id":"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/85a47e286650a4c79c574a935919a13a","name":"Sheryl","image":{"@type":"ImageObject","inLanguage":"WMG-custom","@id":"https:\/\/sandbox.world-media-group.com\/admin\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","caption":"Sheryl"},"url":"https:\/\/sandbox.world-media-group.com\/admin\/author\/sheryl\/"}]}},"_links":{"self":[{"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/posts\/6289","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/comments?post=6289"}],"version-history":[{"count":0,"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/posts\/6289\/revisions"}],"wp:attachment":[{"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/media?parent=6289"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/categories?post=6289"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sandbox.world-media-group.com\/admin\/wp-json\/wp\/v2\/tags?post=6289"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}