Iain Jacob, Director, Advisor and Investor, was kind enough to share his views on content-led advertising and international strategy before he joins us for the judging of the World Media Awards 2019.
WMA: Why do you think it’s important to benchmark and celebrate great international advertising strategies?
IJ: In a world increasingly driven by technology and automation, smart thinking and ideas are more important than ever if you are to really engage people.
WMA: As a judge, what are you hoping to see in the entries to the World Media Awards?
IJ: I hope to see entries that combine media, technology and creativity to answer a client’s toughest business challenges.
WMA: Why do you think there has been a growth in content-led advertising communications?
IJ: Great advertising has always been about creating great content that works in every context; retail, CRM, advertising. In today’s digitally driven environment there is a greater need than ever to create content that works at every stage of the consumer journey to build a full brand experience.
WMA: What do you think are the most important factors to consider when creating content-led advertising?
IJ: Today content is a much-abused word that often leads to commoditised, dull work simply designed to fill a space. Content that fails to inspire and motivate its audience is simply exhausting, at best ignored, at worst creating a poor reputation.
WMA: How do you measure success when it comes to content-driven advertising?
IJ: Content-driven advertising should be measured in exactly the same way as any communication ie what outcomes has it delivered, either short-term engagement or long-term brand building.
WMA: What is the killer question an agency/media owner should ask a client to ensure that their content brief is fit for purpose?
IJ: How will this distinctively answer a human need that the brand can satisfy?
WMA: What advice would you give a brand about to embark on a branded content campaign that needs to work in multiple countries or regions?
IJ: The great benefit of digital is the ability to be truly customer-centric in everything a brand does. Today brands should be ready to create multiple content variations that allow them to really deliver to specific consumer needs. Personalisation at scale.
WMA: What distinguishes the “international” target audience from “domestic” audiences – and how granular can you be in your targeting?
IJ: Nobody is ‘international’ or ‘domestic’ in today’s world. This is about targeting a mindset – and it is context that delivers mindset. In a world short of trust, context is coming back as a critical component of media thinking.