David Goodall is Managing Director International at Havas Media International and also a judge for the World Media Awards which are now open for entries until 25th January 2018. You can enter here. Here are his thoughts and advice to potential entrants on what makes for great cross-border, content-driven advertising campaigns and a little bit of insight into what makes him tick.
LBB> What are you hoping for most when you judge the World Media Awards?
DG> To see the gold standard of international media planning.
LBB> What advice can you give potential entrants for creating a winning entry?
DG> Make your entry clear, concise and make sure the excellence shines through; do not overload with information so that they key points are drowned out.
LBB> Podcasts are having a ‘golden moment’ in content-driven advertising. What’s driving their ascendance?
DG> They receive the unrivalled attention of the listener and offer something new and unexpected in a meaningful context.
LBB> Repeatable content is a big trend right now – so how do you create a campaign that will bring consumers back again and again? And do brands need to start thinking and budgeting differently to sustain this kind of ongoing content creation, rather than using the traditional campaign model?
DG> What is essential is a strong link to the brand’s heritage/purpose and a scalable idea that works with an ‘always on’ mindset.
LBB> What are the killer questions an agency/media owner should ask a client to ensure that their content brief is fit for purpose.
DG> What are the KPIs? And can we measure it?
LBB> What distinguishes the ‘international’ target audience from ‘domestic’ audiences – and how granular can you be in your media targeting?
DG> It depends on the target audience but, generally speaking, the more affluent they are, the more alike they are.
LBB> Do some content platforms work more universally across multiple regions than others?
DG> Video works well everywhere, but the success of editorial depends on the country and target audience.
LBB> Your dream holiday destination?
LBB> Your favourite film?
DG> ‘It’s a Wonderful Life’
LBB> Your favourite app for work? And for leisure/personal use?
DG> Work = Twitter, personal = Instagram