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Brands as Broadcasters
The speakers will be discussing how big brands are building audiences online as well as digital video and the brand newsroom.
We are delighted to announce that the next Digital Breakfast of 2017 will be held on Wednesday 7th of June. The topic will be: Brands as Broadcasters
Simon Shelley, Head of Industry News at ITN Productions
Simon has scaled the Industry News unit from inception to a global business operating in three regions, having produced content for over a 1000 brands and organisations across most sectors and professions in our society.
Cháyya Syal, Broadcast Journalist at BBC
Cháyya is an award winning, Forbes listed Broadcast Journalist with seven years’ experience working across print, digital, broadcast, video and radio from London, UK.
She currently works on a live news programme at the BBC, is a Schools Speaker for Amnesty International, is a Huffington Post blogger and goes to schools and colleges across London to discuss careers, responsible journalism and tech.
Content creation is a buzzword in Marketing but where do you start? What’s more effective? Chayya discusses blogs, vlogs, Snapchat, Instagram stories and why more and more brands are trying to be like broadcasters.
Sam Fay, SVP of Global Brand Strategy, Guinness World Records
Sam is responsible for Guinness World Records’ global brand strategy, new product development, strategic partnerships and also heads up the innovation division, The Records Lab. She develops creative campaigns with top agencies and brands all over the world to take the world’s best known brands to new, record-breaking heights!
Sam is an experienced keynote speaker and in the last 12 months has delivered sessions at various prestigious industry events including Cannes Lions, Spikes Asia, Festival of Marketing, Chief Marketing Officer Europe Summit, Chief Strategy Officer Summit New York, and the China International Advertising Festival.
She is also a regular on judging panels and sits on the jury for the European Sponsorship Awards, UK Public Service Sector Awards, PR Moment Awards, Creativepool Awards and the Brand Film Festival.
A great selection of complementary food is served from 8.30am with presentations starting at 9am allowing time for some networking with a bacon sandwich!
Tim Tucker, Training Consultant – CMA.
Tim is a trainer, content strategist, online copywriter, user experience designer, and consultant who helps people to communicate better through digital media. He has over 13 years’ experience working in digital media.
Wednesday 3rd May 2017
9am – 11am (Breakfast is served from 8:30am)
51-53 Hatton Garden
CMA Members: £75 + VAT
Non Members: £150 + VAT
“A thought provoking and future gazing look at the value of digital content and how to distribute effectively. Two hours of engaging presentations and new perspectives on the rise of online content with reach” Laura Heywood, Commercial Editor, Retail Week
“Very interesting to see how major brands see their business and the future” Joe Riordan, Senior Marketing Analyst, REED
“Fresh, Brilliant and up to date” Gabriela Izquierdo, Digital Designer, Financial Times
“Inspirational and thought provoking, a great way to spend a couple of hours. Well worth it!” Andrew Reeves, Founder, Reeves Consulting
Management Essentials Training Day
The course will look at how to delegate, motivate & get the best from your team.
We all end up managing someone or a team and often learn on the job. This course will help you see what you are doing already that works and fill in the gaps.
We will spend time helping you explore your management styles, the relationships you have with your team and how to do all that and still get the job done!
What Will You Learn?
What management really means
How to juggle the “people stuff” with the day job
How to delegate, let go and get more done
How to motivate your teams
How to coach your people and get the best from them
AM Session: 09:30
In the morning we figure out what the main responsibilities are and how to fit those around the day job. We will do a case study to explore the art of delegation and find ways to let go of the control freak within.
We finish the session with some ideas for motivating the team.
PM Session: 14:15
After lunch we look at the power of questions and how to use them to coach and give feedback.
You will have the chance to practice this and get answers to team issues in our surgery session.
We finish the day with action plans
Who Should Come?
Managers who have people to manage, its more suitable for those who are new or have not had management training before.
Helen is the founder of Bec Development, a boutique training consultancy, specialising in developing media and marketing people.
Helen specialises in developing people in management and leadership roles. Her passion is to deliver engaging training that gets people thinking differently and that creates immediate solutions that can be put into action
Wednesday 7th June 2017
09:30 – 17:00
3 Waterhouse Square
How Much Does it cost?
Members £299 + VAT
Non-members £399 + VAT
10% discount on all bookings made before 5pm Thursday 25th May!!!!
How Do I Book?
Please download and fill in the booking form here.
For any questions please contact email@example.com
John Brown Media wins five PPA Awards nominations for the second year running
John Brown Media is delighted to announce it has five PPA Awards nominations for the second year in a row.
The agency is proud of its creative talent, talent that has been recognised in the 2017 shortlist: one of John Brown Media’s top creative employees, Clare Watters, who works on John Lewis Edition, has been nominated once again for ‘Designer of the Year – Consumer Media’.
BonMarche Bon magazine, John Lewis Cook magazine and Waitrose Food magazine are all up for ‘Customer Magazine of the Year’; while one of the agency’s digital publications, MoneySense for RBS plc, has been shortlisted for ‘Digital Innovation of the Year – Business Media’.
Andrew Hirsch, CEO at John Brown Media, said: “The team spirit at John Brown Media is fantastic, and there is a great emphasis on nurturing and developing creative talent which is something we are extremely passionate about. We may be the world’s leading content agency, but we still have the same pioneering spirit and passion for new and creative talent, just like we had 30 years ago.
“Our teams tackle all our work with the same passion and attention to detail, delivering cleverly crafted content solutions that achieve results, whether it be for a smaller print project or a full-blown brand makeover for one of our larger clients.
“The fact that we have three magazines, a digital creation and a member of staff, five nominations in total, shortlisted at the 2017 PPA Awards, shows that John Brown Media continues to lead the way in creative and editorial excellence.”
You can see the full list of nominations here.
‘Brands as broadcasters’ – a quick recap
The phrase ‘brands as broadcasters’ was first started to be used by marketers a couple of years ago, however companies creating video and audio content clearly isn’t a new phenomenon. From not long after the launch of YouTube, over a decade ago, brands began experimenting with using video to reach consumers directly online.
More recently a series of catalysts has propelled the phenomenon forward and almost all major FMCG brands are ‘broadcasting online’ in some capacity.
The first major shift was the growth of social media and the way it has forced brands to move away from the ‘campaign mentality’ that has dominated marketing for decades. Brands now must think more about ongoing content, constant reiteration of messaging and more, and a great way to do this is by producing regular content and placing it on owned media channels.
The massive shift towards online video has played a key role in encouraging this trend and brands now need to think well beyond YouTube and, if it is where their audience is, embrace Instagram and Snapchat too.
Technological innovations have played a key role, specifically the growth of live broadcasting best exemplified now by Facebook Live and Periscope.
It isn’t always video either. The podcasting renaissance has given an audio voice to some brands whose target customers are not just familiar with the platform, but in many cases addicted to it.
Here then are a few great examples of brands as broadcasters.
Branded YouTube channels
One of the most interesting elements of the YouTube phenomenon is the way that it has pioneered a series of video types that were initially unique to the platform. Far removed from traditional TV broadcast concepts YouTube has given the world unboxing videos, interactive tutorials, q and a’s, all of which were developed by YouTubers and have now in some ways been appropriated by brands.
Take, for example, the highly successful Nintendo channel which has been inspired by the phenomenon of gamers talking about the games as they play them. Its videos resonate with a young global audience and Nintendo has been rewarded with the second most viewed branded channel on the platform.
Another example of the way brands have commandeered YouTube trends are the beauty/make up tutorials videos. Originally pioneered by fashion bloggers a decade ago or so ago beauty companies quickly realised the power of the trend and now companies as diverse as Chanel and Boots attract millions of viewers to their ‘how to’ videos.
The food blogging revolution, which came a few years after the beauty bloggers, has also presented brands with an opportunity and now supermarkets host channels which encourage viewers to experiment with ingredients they can buy at their local store.
YouTube has always been a place for user generated viral content and it is a trend that brands like GoPro and Red Bull have capitalised on. The former showcasing high quality video from active sports like skiing and skateboarding which have been captured on its devices, while the latter has taken to that concept to its logical conclusion with ever more ambitious, and dangerous stunts.
Although there were live streaming platforms as long ago as 2009, the phenomenon has recently captured consumers’ imagination via the success of Twitter’s Periscope and more recently Facebook’s Live option.
Early adopters included Chevrolet, which screened live footage from the CES show in January 2016, and US fashion brand Target which took its viewers behind the scenes at the filming of a new promotional video with music star Gwen Stefani.
Since those pioneering days, a wealth of companies have begun to experiment with Facebook Live sometime with very impressive results. The brands tend, not surprisingly, to be youth focused and their most successful videos are often to linked to events. So, for example, the fashion retailer Boohoo.com scored huge hit with its Black Friday live streaming, while John Lewis pulled in very significant figures for the unveiling of its Christmas shop.
One theme that links many of the most successful Facebook Live videos, especially on this side of The Atlantic, is a competition element. Offering consumers prizes seems to be a very powerful way of building a live audience.
Podcasting – new opportunities
Podcasting itself isn’t especially new, but recently, thanks to the success of US podcasts like Serial and the slightly edgy UK based My Dad Wrote A Porno, it has established itself as a key platform for a young, largely professional, affluent demographic.
Not surprisingly brands have not been slow to realise the potential of podcasting. Tech brands have lead the way especially in the US with start-ups like Slack as well as multinationals like General Electric both offering intelligent, serious and informative audio content.
More recently brands have been working with podcasters to deliver their own shows, a good example of this is the excellent Sound Matters which looks at the way sound influences the world around us and is a collaboration between podcaster Tim Hinman and audio brand B&O Play.
While podcast listening figures are through the roof in the UK brands have been slow to embrace what could be a potential highly engaged audience. There’s clearly an opportunity for B2B brands.
Writing in City AM marketing strategist Chris Lee interviewed Kelvin Newman founder of the twice-yearly digital marketing conference, BrightonSEO. The conference is affiliated to the Brighton agency Site Visibility, whose Internet Marketing podcast is one of the UK’s most-downloaded business podcasts.
Newman said “Having a podcast has played a pivotal role in how we promote our business, it’s had direct benefits where people listen to the show and get in touch about our services but also has a huge number of indirect benefits as well. I can draw a direct line from every major business success back to our podcast.”
If you want to find out more about brands as broadcasters the topic is the theme of the next CMA Digital Breakfast which will be held on June 7th. It will feature representatives from BBC, ITN Productions and Guinness World Records. More details here.
Commissioned by The CMA
SevenC3 scoops two nominations for PPA Customer Magazine of The Year award
Thursday 29 June is a date already firmly marked in SevenC3‘s diaries. As they don their finest threads and prepare to fill their champagne flutes, we’ll be eagerly awaiting the announcement of the winners of the PPA Customer Magazine of The Year 2017.
SevenC3 are thrilled that this year two of their titles have been shortlisted for this huge award: Sainsbury’s magazine and Vitality. And they’re among great company, with fellow nominees including Waitrose Food, British Airways High Life and Slimming World, among others.
SevenC3 began working with innovative health and life insurer Vitality in 2016. As well as digital, social, video and campaign content, they craft a vibrant bi-annual magazine, reaching more than 500,000 Vitality members. Since starting work with Vitality, they’ve given the magazine a complete redesign and refresh, heroing Vitality’s exciting ambassadors – including Olympic gold medallist Jessica Ennis-Hill and England cricket captain Joe Root – to capture the real essence of the brand.
Not shy of an award nomination or two, Sainsbury’s magazine is up in the same category. Turning 25 years old next year, Sainsbury’s magazine has an incredibly successful heritage at the forefront of customer magazines. The magazine outsells any other cookery title on the British newsstand – even though it’s only sold in one supermarket chain – and its high-quality editorial and production values mean that the UK’s top foodies clamour to be featured on the magazine’s editorial pages. Contributors range from Great British Bake Off stars to the best of British chefs, including Tom Kerridge and Jason Atherton, and all recipes are triple-tested in the magazine’s state-of-the-art kitchens.
Fingers, toes and everything else crossed.
The PPA 2017 Awards take place on Thursday 29 June at Grosvenor House, London.
Airbus appoints Cedar to create global internal communications content
Airbus, a global leader in aeronautics, space and related services, has appointed Cedar to create the brand’s new global internal communications magazine.
Content will take the form of a global print publication available in four languages to accommodate a diverse audience of people based around the world. The appointment followed a competitive pitch including agencies from across Europe.
The new magazine will launch in early July.
Aline Vuillequez, Head of Employee Communications, said, ‘Cedar showed us an exciting strategic and creative vision for our internal content that will truly engage our staff across both digital and print platforms. We’re very much looking forward to sharing the new Airbus magazine with our employees and can’t wait to see how they respond to the new approach.’
Cedar’s Business Development Director, Joe Costello said, ‘From the very first meeting we knew this was going to be a fantastic partnership and we are so excited to be part of communicating Airbus’ vision to their global workforce. Airbus is a prestigious, iconic and innovative brand, and we’re looking forward to bringing that spirit into the heart of their internal content.’
Research tools for content marketing
In online content marketing’s formative years, that’s less than a decade ago, much of the content that was produced was driven by a hunch on the part of the marketer or the writer. They had to guess what type of content might resonate with readers and how those words, especially keywords, might impact on SEO performance.
Today things are a lot more scientific in that there are now a wealth of online tools that enable content marketers to research the type of content they need to produce and assess how well it will be received.
We are in fact on the cusp of a revolution as artificial intelligence will undoubtedly begin to fuel content marketing research in the coming years. At some point too those bots may even write the content optimising it for its intended audience.
As Amit Ghosh points out in a fascinating article in Inc42.
“According to Gartner, nearly 20% of all business-oriented content will be generated by machines by 2018. An increasing number of industries are already leveraging AI to constantly churn out optimised content since it saves them time and money.”
Whether the Gartner prediction is proven to be true remains to be seen, and much of the AI content is likely to be fairly basic, but it is clearly an important trend.
For now though here are a trio of tools that marketers can use to research the content they produce to make sure it chimes with its intended audience.
For many content marketers this is the big one. Buzzsumo has become an integral part of many brands’ content output. It is a social-driven tool that enables a marketer to see quickly how successful content has been, specifically how many times it has been shared. Users type in a search term or a URL, and Buzzsumo will offer a series of results showing the most shared content in that area. For some content marketers, the next move is what has been coined the ‘Skyscraper Technique.’ Essentially this means that they write a similar article but add their own twist. The theory being that if one person’s content has been widely shared similar content might also be popular.
Usefully you can limit the search tool to a specific platform or type of content so, for example, if you want to see what type of video content has been shared the most on Twitter Buzzsumo can do this for you.
Buzzsumo has plenty of other features too such as the option of highlighting influencers and generating reports on specific items such as categories or keywords.
The rub is that the free version of Buzzsumo will only offer you a snapshot. Agency fees for the full version are $239 per month and there are also caps on the number of users and alerts. However, for many in the content marketing industry Buzzsumo is invaluable.
2. Answer The Public
If you want to find out what people are searching for on specific topics so you can then create content that answers their queries, Answer The Public is well worth exploring. Unlike Buzzsumo it is a free tool and you can use it as often as you like.
Users type in a key word or two and the engine will show what questions the public are asking about that word or phrase. For example, I typed in ‘content marketing’ and it gave me a host of questions from ‘what are content marketing channels’ through to ‘content marketing vs link building.’
If you are struggling to come up with ideas Answer The Public is an inspirational way to ensure that the content you produce is answering the questions that people are searching for.
A similar type of tool is Ubersuggest.
3. Fanpage Karma
This is a tool for social media managers which can also be very useful for content marketers. It is an analytics tool, which looks at social platforms and offers analysis of how effective their posts are especially in terms of engagement. So, for example, it will analyse the posts from your Facebook page, as well as your rivals, and highlight which are the most successful topics, and which is the best time to post. Crucially too it will tell you how frequently you need to post to increase your engagement levels.
For content creators it is a highly useful tool as they can learn what type of content is exciting audiences on Facebook. The theory is that this content then might be successful on other channels too.
Fanpage Karma is a paid for service and its fees start at $49 per month.
Commissioned by The CMA
Huck’s ‘Valley of a Thousand Hills’ wins Golden Gate Award at the 60th San Francisco International Film Festival
Valley of a Thousand Hills was awarded the 2017 Golden Gate for Best Family Film by a panel of judges including Common Sense Media Editor-in-chief Jill Murphy, author Jim Averbeck, and educator Alexandre Petrakis.
Hidden within rural Durban, South Africa in the Valley Of A Thousand Hills, Indigo Skate Camp is home to the village’s very first generation of skaters, who are growing up with a different outlook on life from their elders. Directed by Jessica Colquhoun, the film was made by TCO London for their youth culture brand Huck.
This award adds to the films recognition across the US, South Africa and Brazil, as well as being featured as a Vimeo staff pick and on National Geographic.
Winner, Best Script, Mimpi Film Festival 2016
Official Selection, Harlem International Film Festival 2017
Official Selection, 5Point Festival 2017
Official Selection, Wavescape Festival 2016
Official Selection, Time and Tide Film Festival 2016
National Geographic Short Film Showcase
Vimeo Staff Pick
Atlantic Editors’ Picks
The San Francisco Film Festival jury noted:
“This film is a moving, refreshing, and unexpected portrait of a section of the culture of South Africa, feeling so far away geographically but so easy to relate to emotionally.
We were drawn into the ease and dynamics of the kids’ friendships. The authenticity of the storytelling from its young subjects helped create a deeper connection to the audience. It was hopeful, inspiring, reassuring, and visually stunning.
We feel audience members of a wide range of ages can walk away with a lasting impression that captures the simplicity of childhood layered with life lessons on focus, respect, and friendship.”
REED talks The Good, the Bad & the Hired with ITN Productions
REED has partnered with ITN Productions to create an original branded content campaign called The Good, the Bad & the Hired.
Aimed at a millennial audience and hosted on its YouTube channel the films take an irreverent approach on how not to tackle a job interview. The first season of films was launched in January 2016 and ITN Productions has been recommissioned to produce the second series of short films which launch this month on 24 April.
The social campaign portrays tips and pitfalls of interview and job seeker etiquette while providing good-quality subliminal advice within each 1 to 2-minute video.
The first five-part mini-series entitled ‘The Good, the Bad & the Hired’ depicts two interviewees at key moments before, during and after an interview. The films are presented in a split screen format to exaggerate the differences between good and bad interviews.
One is an exaggerated version of an under prepared candidate; the other, having taken on board the advice from REED, came confident and ready. Each video in the series had its own career advice theme ranging from body language, to CVs to interview questions.
The new five film ‘Blooper’ series is more in line with Vine style compilation films.
The films will also appear on LinkedIn, Twitter and Facebook and will run from the end of April.
Joseph Riordan, REED, said: “Candidates going for their first or second interview need to be brave and confident. We wanted to embody this ourselves by making a video series which stands out from the norm in the recruitment industry. Video allowed us to take something seemingly dry like career advice and turned it into eye-catching content. In a corporate environment, we were able to break the mould and show REED as a human organisation. We knew we were on to something special when we saw the interest on social media – they became some of our most engaging posts on Facebook.”
Mark Thompson, ITN Productions, said: “We love working with brave clients who aren’t afraid to try something different in their market place. The first series of The Good, the Bad & the Hired was a great success and brilliant fun to work on. It received three international content award nominations and smashed all client expectations, so when REED approached us to create the second series we were excited but knew we had our work cut out to mirror series 1’s success. Considering the audience and their consumption habits we were mindful of waning attention spans. So this time we delivered the series in short bursts giving an insight into our hapless character’s world as if he were telling his story through a Vine-style compilation fail film. The outtakes reel is something else!”
If you missed it; The Good, The Bad and The Hired Series One full playlist: http://bit.ly/1pNAi2I
Reed Specialist Recruitment is a specialist provider of permanent, contract, temporary and outsourced recruitment solutions, IT and HR consulting, across more than 20 specialisms.
Founded in 1960, REED is family-owned and run and has grown organically, rather than by acquisition, to a company of 3,000 Co-Members in over 350 offices in towns and cities across the world. Our vision is to be the world’s favourite recruiter, through constant innovation and service excellence.
At REED, we describe all our permanent employees as ‘Co-Members’, because it reminds us that we are all part of a team, pulling together to achieve common objectives. Our rate of growth has been entirely driven by the hard work and creative energy of our Co-Members, and we are committed to ensuring that people are at the heart of everything we do.
About ITN Productions
ITN Productions is ITN’s in-house production business. We produce bespoke creative and commercial content for broadcasters, businesses, brands, rights holders and digital channels including:
TV programmes across factual, entertainment and current affairs for UK and international channels
TV commercials and branded content
Corporate video and industry news programming
Sports live coverage, clips and programmes
Shortform video online and on mobile
Full in-house post production facility
The ITN Productions Advertising Production team works with clients looking for innovative and creative production solutions and partnerships for all forms of content.
We produce multi-award winning commercials and digital branded content, working for major global brands including, Premier League, eBay, Virgin Holidays, National Lottery, Lego, Suzuki, Barclays and IKEA. In December 2016 our global live ad for Virgin Holiday’s was named Campaign of the Year by Marketing Week. Our work has won 4 Gold Media Week Awards and the Grand Prix in addition to two Gold Cannes Lions. ITNP specialise in non-traditional commercials production, including live commercials, integrating social media into and innovative concepts offering full creative development in addition to production and post-production. For more information visit: www.itnproductions.co.uk.
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