We asked Isabelle Lefebvre, Managing Director Global Clients for Zenith Paris, what she considered to be the key factors for success in an international content-led marketing campaign. Isabelle will join us as a juror for the World Media Awards 2019.<\/p>\n
WMA:\u00a0<\/strong>Why do you think it\u2019s important to benchmark and celebrate great international advertising strategies?<\/strong><\/p>\n IF: International advertising strategies are much more challenging to develop – the level of expectations is much higher. An international campaign is not allowed to fail, as its impact (and therefore the risk) is much higher. WMA: As a Judge, what are you hoping to see in the entries to the World Media Awards?<\/strong><\/p>\n IF: I am hoping to discover entries where my peers\u00a0 – using media, digital and data – have challenged the status quo and traditional agency roles, to deconstruct and rebuild a whole communication strategy. WMA: For brands in the luxury, lifestyle and fashion sectors, what are the particular challenges when targeting an international or cross-border audience?<\/strong><\/p>\n IF: Luxury, by essence, provides a personalised experience for customers. Therefore, the challenge for digital media is the seamless integration into this pre-existing brand experience, being respectful of the privacy of the consumer. WMA: For entries in this category, are there any particular elements you would expect to see in a winning entry?<\/strong><\/p>\n IF: I would hope to see quantified ROI and business results, so rarely available in this sector. WMA: What do you think are the most important factors to consider when creating content-led advertising? <\/strong><\/p>\n IF: For me, it would be alignment with the brand purpose. WMA: What do you think is the key to truly engaging content?<\/strong><\/p>\n IF: Understand what consumer needs first – to be entertained, to be useful or to learn something new? WMA: How do you measure success when it comes to content-driven advertising?<\/strong><\/p>\n IF: Time spent with content, engagement, capacity to capture more volatile audiences (Millennials) with a volume sufficient to be retargeted at a later stage. WMA: What is the killer question an agency\/media owner should ask a client to ensure that their content brief is fit for purpose?<\/strong><\/p>\n IF: What’s your brand purpose? WMA: <\/strong>What advice would you give a brand about to embark on a branded content campaign that needs to work in multiple countries or regions?<\/strong><\/p>\n IF: Invest in a content audit in key markets before, and start early. WMA: <\/strong>What distinguishes the \u201cinternational\u201d target audience from \u201cdomestic\u201d audiences \u2013 and how granular can you be in your targeting?<\/strong><\/p>\n IF: Planning for an international audience requires you to ask yourself three questions: who are we targeting and also where; and where is the budget funding from? WMA: What do you need to look for in your media partner[s] when planning an international content-driven advertising strategy?<\/strong><\/p>\n IF: Their capacity to understand the client business challenges and their flexibility. Don\u2019t forget to check out the categories<\/a> for 2019 and how to enter<\/a> the awards.<\/p>\n","protected":false},"excerpt":{"rendered":" We asked Isabelle Lefebvre, Managing Director Global Clients for Zenith Paris, what she considered to be the key factors for success in an international content-led marketing campaign. Isabelle will join us as a juror for the World Media Awards 2019. WMA:\u00a0Why do you think it\u2019s important to benchmark and celebrate great international advertising strategies? IF: […]<\/p>\n","protected":false},"author":4,"featured_media":8037,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,19,21,22,20],"tags":[],"class_list":["post-8781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-awards-news","category-interview","category-interviews","category-interviews-2019","category-news"],"yoast_head":"\n
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