This Award recognises an individual who has demonstrated leadership and innovation in the creation of great, content-led, international marketing strategy. The winner of this Award will be a marketing director or head of media strategy for an international advertiser, who has built brand awareness and profitability by engaging audiences in branded content. The judges will be looking for brand bravery and/or that extra spark of creativity and innovation that has stood out and grabbed the attention of the target audience, in a world full of media noise. This category is not open for entry: we are inviting World Media Group members to make nominations before inviting our Jury to select the winner.
Kaat Vanderheyde, Managing Director for Brand & Customer Experience Design, FedEx
The WMA’s international jury, comprising 30 highly respected jurors from leading advertisers, agencies, and publishers, agreed that Kaat is an outstanding marketer and true visionary. As a marketer who fundamentally understands the power of branded content, she has developed deep partnerships with a variety of media owners. She made use of her experience and know-how over the past 18 months, when she saw the opportunity to invest storytelling capital in some of the positive stories to come out of a negative global event, the COVID-19 pandemic. Her bravery paid off with ‘Made on Earth’, a successful TV series, which was accompanied by a highly impactful advertising campaign.
“As always, the contenders for this year’s Content Leadership & Innovation Award, nominated by World Media Group members, have displayed brand bravery, creativity and innovation in pushing the boundaries of content marketing to achieve outstanding results,” said Belinda Barker, Chief Executive, The World Media Group. “During what was a challenging year for the media industry, Kaat impressed the jury with her deep understanding of branded content, and her brilliant initiative that shows the positive role FedEx played in the COVID crisis.”
“2020 was an unprecedented year in which FedEx was at the heart of efforts to keep trade flowing and deliver life-saving vaccines around the world, as part of the global fightback against COVID-19. Teaming up with a trusted media partner to tell our story was more important than ever,” said Vanderheyde. “The standard of content-driven marketing campaigns is incredibly high across all the World Media Group brands, so it really is an honour for me to receive the World Media Award for Content Leadership & Innovation and for our team to see their incredible work recognised at this level. I’m looking forward to the Awards ceremony to see what the finalists in each sector have achieved during this challenging time.”
Kaat Vanderheyde, Managing Director, Brand & Customer Experience Design at FedEx Express in Europe began her 25 year career at FedEx in employee communications and later moved into marketing, brand and service development. Kaat took on her current role in 2017.
As a leader, Kaat’s focus is on creating committed teams that deliver outstanding results. Her expertise ranges from brand strategy development and strategic communications planning, to sponsorships and advertising, through to go-to-market strategy and customer experience design. With the wide-ranging experience she brings to a team, she helps drive powerful content that connects people and messages across Europe.
Kaat lives in the Belgian countryside with her husband and two sons.
Roll of Honour
JOHAN JERVOE, CHIEF MARKETING OFFICER, UBS
Since being appointed as CMO at UBS, Johan has been bold in developing the UBS brand identity and strategy, appointing Annie Leibowitz to shoot the new brand campaign adverts in 2015. He’s supported UBS’s diversity initiative and commitment to having women in at least 30 per cent of their senior management roles. Lately, he has been looking at best practice in the digital advertising sector and working to ensure that UBS is leading the way in terms of guaranteed viewability metrics and accuracy in audience targeting.
Most recently Johan has been leading the #togetherband campaign, of which UBS is a co-founder. Working with bottletop, the #togetherband initiative is designed to drive public interest and commitment in the UN Sustainable Development Goals, enabling UBS to focus attention on driving for a bigger public interest in making your finances fit your values. UBS reached more the 1 billion engagements just three quarters of a year into the campaign.
Christine von Hoerde, International Media Management, Audi AG
In her role as International Media Management for Audi AG, Christine von Hoerde pioneered new approaches to Audi’s advertising strategy, identifying strategic content partnerships that helped to establish Audi as an authority in the Electronic Vehicle market. Christine was an invaluable partner on a number of successful campaigns that spanned a wide array of mediums, from an innovative set of branded podcases to an editorial content series with Monocle Magazine and a global project with National Geographic. Throughout, Christine has demonstrated thought-leadership and a bold imagination to help drive Audi’s new marketing campaigns to the next level.