Q&A with Alex Altman, Managing Director, MEC Global Solutions – London

January 12, 2016

Alex Altman_resized

Alex has over 20 years’ media experience having worked at some of the industry’s biggest and most successful agencies. At MEC Global Solutions he heads up a 150 strong team responsible for managing its multi-national clients across the EMEA region along with new business opportunities. Alex joined from Initiative where he was UK CEO and has previously worked at Carat, Mediacom, Mindshare and MEC UK. He has been part of many award winning teams, including Agency of the Year 7 times and 3 times M&M Global Winner. He has judged a range of Domestic and International awards including Cannes, M&M Global, Media Week and Campaign.

Q: Why is now a relevant time to be launching these awards?
Alex: Brands and agencies are establishing increasingly smart and effective ways to develop content based solutions in pursuit of their marketing goals. The World Media Group Publishers offer some of the best delivery mechanisms for these ideas and it seems entirely appropriate that they would introduce these awards.

Q: What is different about these awards?
Alex: They focus on two critical areas: cross border and content – there are no other awards that have such a focus.

Q: What does good native content look like
Alex: It looks like anything that engages and entertains the consumer. It will come in all sorts of shapes and sizes but it is crucial that it is authentic to the brand, it must have a point and we need to be clear what consumer need it is meeting.

Q: Why are consumers embracing branded content?
Alex: Because it is useful or because it is entertaining. They then share the content because it makes a statement about them – I am connected, I am clever, I am funny.

Q: Are there any pitfalls to avoid in content-driven marketing?
Alex: Be authentic – do not try to be something you are not – a bandwagon approach will almost certainly lead to disaster. As is said of comedians – tell me a joke, don’t tell me you’re funny.

See more interviews / Judges’ views on what makes great, content-led, international advertising.

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