Interview with Isabelle Lefebvre

January 22, 2019

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: Why do you think it’s important to benchmark and celebrate great international advertising strategies?

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?

IF: I am hoping to discover entries where my peers  – 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?

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?

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?

IF: For me, it would be alignment with the brand purpose.

WMA: What do you think is the key to truly engaging content?

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?

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?

IF: What’s your brand purpose?

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?

IF: Invest in a content audit in key markets before, and start early.

WMA: What distinguishes the “international” target audience from “domestic” audiences – and how granular can you be in your targeting?

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?

IF: Their capacity to understand the client business challenges and their flexibility.

Don’t forget to check out the categories for 2019 and how to enter the awards.