Thibaut Portal, Global Media Hub Leader for Pernod Ricard, discussed his thoughts on the future of content-led marketing ahead of his involvement with the World Media Awards 2019 as one of our jurors.
WMA: Why do you think it’s important to benchmark and celebrate great international advertising strategies?
TP: Getting inspired, sharing great ideas, telling stories and rewarding the hard work of individuals are the most exciting part of our industry.
WMA: As a Judge, what are you hoping to see in the entries to the World Media Awards?
TP: Ideas or strategies that directly impact in a tangible way the business of a company by opening new business streams.
WMA: For brands in the luxury, lifestyle & fashion sector, what are the particular challenges when targeting an international or cross-border audience?
TP: It is a pure global to local challenge: being able to inspire globally and at the same time engage locally, with consumers having different behaviours, life codes, usages and perceptions.
WMA: For entries in this category, are there any particular elements you would expect to see in a winning entry?
TP: Excellence in consumer journey management.
WMA: Why do think there has been a growth in content-led advertising communications?
TP: Consumers are increasingly looking for meaningful communication and content. Brands are requested to have a “social” role and meaning. Content tells stories and consumers want to hear stories.
WMA: What do you think are the most important factors to consider when creating content-led advertising?
TP: The most important factor is the added value provided to the consumer, ie. Answering the question: Is my content bringing something useful for my consumer?
WMA: What do you think is the key to truly engaging content?
TP: Authenticity and transparency. Commitment and action.
WMA: How do you measure success when it comes to content-driven advertising?
TP: Its resonance among consumers: this can be approached and measure through social listening.
WMA: What is the killer question an agency / media owner should ask a client to ensure that their content brief is fit for purpose?
TP: The question would “What is your consumer insight?”
Too often this question is not well covered nor thought through.
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?
TP: Make sure your content brings value to your consumers.
WMA: How do you balance planning and implementation of cross-border campaigns between “local” and “head” office?
TP: Head office enables to consolidate and bring coherency across many activated markets. Local is fine-tuning and adapting strategies, in close contact with local activations/commercial and sales plans.
WMA: What do you need to look for in your media partner[s] when planning an international content-driven advertising strategy?
TP: Local relevancy and local cultural fit. Diversity of teams.