Zabel: Media mix crucial for branded content

Lion Nathan former national marketing director Margaret Zabel.

SYDNEY: Former Lion Nathan Australia national marketing director Margaret Zabel told an ad:tech Sydney audience today that branded content is only successful with the right media mix.

Lion Nathan’s Tooheys Extra Dry 6 Beers of Separation http://www.6beersofseparation.com.au/ project, which documented four young peoples’ journey to meet the person they found most inspiring, did not get the right mix of media channels, Zabel said.

“Getting the right mix of media channels is important. Because of the scale of the brand, 6 beers of Separation didn’t get the right mix because it needed more visibility in broader reach channels [than online],” she said.

“We also learnt that through different online channels like Youtube and Facebook you need to make sure the branded content idea is well tailored to each one,” she added.

@www Digital managing director Josh Firth said the skill-set of marketers would change when working on branded content campaigns.

“They have to think more like a broadcaster, pick up TV production skills and think of ways to control the distribution of content,” Firth said.

Marketers needed to be highly accountable when working on branded content projects, Zabel said.

“You need to put in place risk mitigation strategies to make sure the overall plans are meeting business objectives. You don’t just do something because it’s cool or different. You need to know when to walk away when it’s not working,” she said.

Zabel recently left http://www.adnews.com.au/news/lion-nathan-marketing-boss-quits2 Lion Nathan after six years at the company to explore new career opportunities.

Lion Nathan regional director for NSW Matt Tapper stepped into the role of national marketing director this month.

SYDNEY: Lion Nathan's "6 Degrees of Separation" branded content for Tooheys Extra Dry would have been more effective with better media choices, its former national marketing director has admitted.

Margaret Zabel, who is working part-time at Lion Nathan, resigned at the start of the year after six years at the drinks giant. She told an Ad:tech audience today (17 March) that branded content is only successful with the right media mix.

Zabel criticised the "6 Beers of Separation" project, which documented four young peoples’ journey to meet the person they found most inspiring, for not hitting the right mix of media channels.

“Getting the right mix of media channels is important. Because of the scale of the brand, '6 Beers of Separation' didn’t get the right mix because it needed more visibility in broader reach channels [than online],” she said.

“We also learned that through different online channels like YouTube and Facebook you need to make sure the branded content idea is well tailored to each one,” she added.

Marketers needed to be highly accountable when working on branded content projects, Zabel said.

“You need to put in place risk mitigation strategies to make sure the overall plans are meeting business objectives. You don’t just do something because it’s cool or different. You need to know when to walk away when it’s not working,” she said.

Lion Nathan regional director for NSW Matt Tapper stepped into the role of national marketing director this month.

Speaking on the same panel, @www digital managing director Josh Firth said the skill-set of marketers would change when working on branded content campaigns.

He said: “They have to think more like a broadcaster, pick up TV production skills and think of ways to control the distribution of content."

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