jour­nal­ists are good at.”

Pa­tri­cios cau­tions brands want­ing to play in this space to look at branded con­tent as just one com­po­nent of suc­cess­ful mar­ket­ing. “Branded con­tent is not a stand-alone tech­nique that can thrive in a vac­uum. Rather, it’s some­thing that needs to be in­te­grated into your over­ar­ch­ing mar­ket­ing plan, as its prin­ci­ples will strengthen other mar­ket­ing ef­forts. While you are plan­ning your cam­paign you need to look at con­tent as one of the pil­lars. Then you de­cide if you are go­ing to lead the cam­paign through con­tent or an­other medium. Once you have that strat­egy in place you can plan the ex­e­cu­tion.”

Crit­i­cal to branded con­tent suc­cess is de­vel­op­ing a unique and au­then­tic brand voice. “If you’re not care­ful you can end up with a ran­dom as­sort­ment of voices and tone which gives an in­con­sis­tent brand ex­pe­ri­ence. A brand voice isn’t about the cre­ation of a non­hu­man voice. It’s about be­ing con­sis­tent with the voice you are creat­ing — po­si­tion­ing your­self as an eas­ily iden­ti­fied and au­thor­i­ta­tive source for your area of ex­per­tise.” For a sec­ond year KFC has plucked the top spot on the 2017 Lo­eries brand rank­ing ta­ble. It has won 11 awards at this year’s event, in­clud­ing a Grand Prix. Flight Cen­tre and Mar­ble restau­rant take sec­ond and third place re­spec­tively.

The top three ranked ad agen­cies are Im­pact BBDO Dubai, Ogilvy Jo­han­nes­burg, and Tbwa\hunt\las­caris Jo­han­nes­burg, while the top three re­gional agency groups are: BBDO MEA, TBWA and Ogilvy EMEA.

The top-ranked chief cre­ative of­fi­cers for 2017 are Pete Case from Ogilvy Jo­han­nes­burg, fol­lowed by Peter Khoury of Tbwa\hunt\las­caris Jo­han­nes­burg and Ja­son Xenopou­los of Na­tive VML. The Vega School is ranked as the top ad­ver­tis­ing ed­u­ca­tion in­sti­tu­tion.

Spero Pa­tri­cios: Tal­ented con­tent pro­fes­sion­als are hard to find

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