Recent research by The World Media Awards suggested that creativity has been usurped by storytelling and authenticity. Belinda Barker, Director of the World Media Group, asks whether creativity has truly fallen by the wayside. Creativity once ruled supreme – the big-budget 30-second commercial was the immediately reached-for and arguably most effective weapon in a marketer’s arsenal. […]

Tailor-made: How to cut through with custom content Belinda Barker Source: Event Reports, Downloaded from WARC More brands now want agencies and media partners to develop increasingly sophisticated branded content solutions to reach certain target audiences. Historically, content marketing has been produced by a brand and its ad agency, before being deployed across a plethora […]

Branded content: Creating successful campaigns with ads that don’t look like ads Belinda Barker Source: WARC Exclusive, June 2019 Downloaded from WARC Examining winning entries into the 2019 World Media Awards for the dos and don’ts of developing a successful content campaign. According World Media Group’s ‘Future of Global Content-led Marketing’ research, for 45% of […]

The Impact of Voice & Sound : the audio web is still in the 90s   The audio internet, whether that’s voice-activated devices powered by machine learning AI or journalistic podcasts, is at an equivalent stage of development as the World Wide Web in the mid-90s.  This was the point that resonated most sonorously with […]

Alex Delamain, President of the World Media Group (WMG) and SVP, Head of Client Sales and Services at The Economist, reports back on the key themes from the WMG ‘Journalism 2020 Breakfast Briefing’ featuring a panel of senior media experts and journalists discussing the future of media and journalism in a world of ‘Fake News’. […]

Once upon a time, international advertising could fairly be accused of being unexciting, needing to appeal to a broad target market and so lacking the great ideas that local campaigns were able to implement given a better understanding of the humour or nuance of local audiences.  Some of us are old enough to remember those […]