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Surprise and Curiosity: A Guide to International Content



IBM Corporate Marketing media manager, Europe and judge for the World Media Awards Deborah Perrot on cross-border campaigns

Surprise and Curiosity: A Guide to International Content
Deborah Perrot is Media Manager – Europe at IBM Corporate Marketing and also a judge for the World Media Awards which are now open for entry until 25th January 2018. They are the only awards to celebrate the best in international content-driven awards. If you create great international content, like IBM does, then here’s your chance to shine – enter the awards here

Here are Deborah’s 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 her tick.

About content:

LBB> Why should agencies/advertisers enter the World Media Awards? 

DP> It is both an opportunity for introspection on the reasons for the choice of strategy and also the ideal occasion to learn from others.

LBB> What are you hoping for most when you judge the awards? 

DP> I want to be surprised. For example, I would like to see an approach which might at first seem unexpected for a particular advertiser, but which, in fact, delivered good results.

LBB> Content needs to be able to attract audience's attention, not simply disrupt and annoy. What's the key to truly engaging content?  

DP> It must arrest the viewer and provoke a reaction of curiosity – “ah, I didn’t know that, I’d like to know more”.  It should be delivered on the appropriate device at the most opportune time, probably not 10am on Monday morning!

LBB> How do you measure success when it comes to content-driven advertising? 

DP> We do this through brand awareness studies, looking at uplift in recognition, interest in doing business with, likelihood to recommend, or number of shares and engagement. 

LBB> How do you balance planning and implementation of cross-border branded content campaigns between ‘local’ offices and ‘head office’? 

DP> Local office activity must be complementary and bring something in addition which reinforces the local message. Planning is key with regards to timing in order to optimise presence.

LBB> What is the key to finding a content marketing idea that can translate across borders? 

DP> Humour is universal, as are stories with a positive outcome for the underdog.

LBB> What do you need to look for in your media partner(s) when planning an international content-driven advertising campaign?  

DP> It’s not just about the usual requirements such as reach and affinity, but also a willingness to try something new. Tracking is also key.

About you: 

LBB> Your dream holiday destination? 

DP> Ladakh for the space and tranquillity.

LBB> Your favourite band/artist? 

DP> Massive Attack and Muddy Waters.

LBB> Your favourite app for leisure/personal use? 

DP> Yuka. It scans food products and provides an analysis of the quality, including sugar, fibre, protein, fat, salt / 100g.  
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