Antoine Dubois, senior vice-president of communication, advertising, social and media at AccorHotels, explains why ‘brandformance’ is key to measuring content success.Antoine has 15 years’ experience in the communications industry, gained across both agency (Leo Burnett) and subsequently client-side. Before joining AccorHotels in 2011, he worked at Disneyland Paris as Content Integrator Manager, Europe and subsequently at national French radio group, RTL.
1 – WHY SHOULD AGENCIES/ADVERTISERS ENTER THE WORLD MEDIA AWARDS?
“These Awards are key for our industry. I think the industry does not highlight enough how important it is to have great international campaigns. It needs to be recognised as an area where an agency can really add value.”
2 – WHAT WILL YOU BE LOOKING FOR FROM THE ENTRIES?
“I’ll check the capacity for one single idea to be relevant, and have an impact, on different countries at the same time. Universal ideas are hard to find but are key for international campaigns.”
3 – WHY SHOULD ADVERTISERS USE BRANDED CONTENT – WHAT IS IT BEST SUITED TO ACHIEVE?
“It is the best way today to communicate with the consumer. These days KPIs are no longer focused around brand awareness. Brand consideration and engagement are now key elements in the game. Brand content excels in generating a great marketing and social score.”