Claudine Collins: Advertisers Want Highly Trusted Local Media Environment
Claudine Collins, managing director of MediaCom UK, says that the growing public appetite for highly trusted local news should be “harnessed” by advertisers looking to connect with communities in a meaningful way.
Delivering the keynote speech at the Local Media Works Awards this evening, which saw Mediacom Edinburgh crowned Best of the Best, Ms Collins said a trusted context was more important for advertisers than ever before.
She said: “The Edelman Trust Barometer showed us just how wide the gulf in trust between social networks and traditional media now is. Local newspaper content is highly trusted and, by association, that trust is imparted upon the advertisers who use the medium.
“And, through JICREG, local media has a transparent and robust accountable currency for planning and buying ad campaigns. To me, I am not surprised that advertisers want to appear in a trusted and contextual environment and really connect to potential customers.”
For the awards, which are powered by JICREG and run by Local Media Works, media planners were tasked with coming up with a campaign to promote Subway franchise opportunities, and the company’s role as an employer in local communities.
A panel of judges chaired by MiQ and Medialab Group chairman Stewart Easterbrook picked Mediacom Edinburgh for the coveted Best of the Best award, presented by News Media Association vice chairman Henry Faure Walker, Newsquest chief executive, for its ‘Subway Spotlights’ campaign.
The full list of winners is:
- Best Use of Multi-Platform: MG OMD for ‘Subway Open’;
- Best Strategy: Mediacom Edinburgh for ‘Keep Discovering’
- Best Original Thinking: PHD for ‘Sub Your Way’;
- Best Use of Content: Spark Foundry for ‘What’s Sub:In the Hub’;
- Best Use of Local Targeting: Mediacom Edinburgh for ‘Subway Spotlights’
- Best Use of JICREG: TCS Media;
- Best Use of Featurelink: RNLI, Specsavers and DWP;
- Best of the Best: Mediacom Edinburgh for ‘Subway Spotlights’.
Mediacom Edinburgh’s winning campaign – which won the agency the overall awards prize of brunch with unlimited bubbles at the Shard – outlined the creation of partnerships between Subway franchises and local media to highlight their contribution to the community and local charities.
The awards judges are:
- Brandon Bell, Specsavers head of regional and local marketing;
- Craig Nayman, Archant Dialogue executive director;
- Sacha Clark, UK and Ireland Subway former marketing director;
- Richard McCarthy, DWP pensions campaigns team leader;
- Keith Donaldson, JICREG chief executive;
- Richard Lee, RNLI regional marketing manager;
- Patrick Milne, DFS campaign marketing manager;
- Justin Fenton, Local Media Works head of marketing.
— TCS Media (@TCSMediaLondon) 21 November 2018