Nick Graham, director of digital marketing and media at Huawei Technologies, and a judge of the World Media Awards 2017, discusses his approach to brand content.
Nick is global director of digital marketing and media at Huawei Technologies, a $60bn leading global ICT solutions provider, Global Fortune 500 member, and top-100 global brand.
Nick holds an Executive MBA in Business Innovation and Entrepreneurship with merit from Cass Business School in London and a BCom in Computer Science and Economics. He is also a Fellow of the Royal Society of Arts, Manufacturers and Commerce, and mentors at Central Saint Martins College for Art and Design.
1 – Why should agencies/advertisers enter the World Media Awards?
“International awards, in particular the World Media Awards, are a great opportunity to raise the bar for work across our evolving industry.”
2 – What will you be looking for from the entries?
“Combining creativity with technology is top of my list, so I’ll be looking out for this.”
3 – Why should advertisers use branded content – what is it best suited to achieve?
“Firstly, branded content offers a rich experience, which was often overlooked in early digital marketing; secondly, it plays to brand, which all too often plays second fiddle to response in the online world. These are still two big requirements in a connected world dominated by response metrics.”
4 – What are the challenges and opportunities of integrating branded content across different platforms – from print to video, from mobile to TV?
“Ensuring the content is differentiated to fit the medium, yet feels integrated across platforms.”
5 – How difficult is it to find a content marketing idea that can translate across borders?
“If your business is global, with global products and solutions, you’re halfway there.”
6 – What is the role of media in helping to execute ideas internationally?
“Media can help extend the idea into new areas of creativity and help draw on untapped value.”
7 – Summarise yourself in three words.
“Friendly, focused, energetic.”
8 – What made you want to pursue a career in media and marketing?
“Early on, I nearly lost energy dropping out of alternative careers in accounting, sales, computer programming and journalism. Once you run out of options, you know.”
9 – Describe your ideal client.
“Friendly, focused, energetic.”
10 – Where is your ideal meeting venue?
“It’s a tough choice between the Ogilvy skyscraper in Hong Kong and once pitching on South African Safari!”
11 – What is your favourite restaurant?
“A family-run steak restaurant in Hackney.”
12 – Which industry buzzword would you ban?
“Data-driven.”
13 – Where do you see yourself in 10 years’ time?
“In an industry unrecognisable as today’s media and marketing.”
Nick is a Judge for the World Media Awards 2017 which are now open for entry. For more information and advice on how to enter, please visit www.wm-awards.com.
