FIND YOUR BRAND VOICE
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