Media campaigns praised for ‘making a difference’ 

Media campaigns praised for ‘making a difference’ 
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Updated 17 January 2022

Media campaigns praised for ‘making a difference’ 

Media campaigns praised for ‘making a difference’ 
  • WARC 2021 awards highlight 56 initiatives for major brands, nonprofits, health groups

DUBAI: Media campaigns for some of the world’s biggest brands have been praised for their effectiveness, insight and innovation as part of marketing intelligence firm WARC’s 2021 media awards.

The global awards program, now in its sixth year, rewards communications planning that has made a positive impact on business results. The awards examine the insight, strategy and analytics that influence effective media investment.

This year, the awards saw 56 campaigns win across diverse markets and product categories for global brands including adidas, L’Oreal, McDonald’s, Nespresso and TikTok, and local brands such as Change The Ref in the US, Claro in Chile, NHS England, Omroep Zwart in the Netherlands and Yili in China.

Four juries — one for each category — made up of of experts from both the agency and client-side awarded four grand prix trophies, 10 golds, 17 silvers, 25 bronzes and 12 special awards for specific areas of excellence.

Overall, the UK led with eight wins. China, Germany, the US and Vietnam won four awards each, followed by Canada, which scored three wins. India, Malaysia and New Zealand, each won two awards, and Chile, Egypt, Israel, Lebanon, Netherlands, Philippines, Puerto Rico, Sri Lanka, Turkey and the UAE each won one award.

In the effective channel integration category, PHD Canada won the grand prix and path-to-purchase award for “Vacation Intervention,” which saw Air Transat convince 75,000 workers not to lose their unused vacation days, with nearly 50 percent of reservations coming from new clients.

“Travel brands tend to be very lower-funnel and promo-led, especially in the lead-up to big holiday seasons. ‘Vacation Intervention’ went the other way with a strong insight, a very interesting central idea and a multi-channel campaign that was fun, topical and successful,” said jury member Ronnie Thomas, group director of global business development Publicis Groupe.

The POE award, which looks at how a strategy successfully linked paid, owned and earned media, and a gold went to FP7 McCann Dubai for “A Dad’s Job” for Home Center. The effective cross-channel measurement award and a silver went to MediaCom’s global campaign “PS5 — 2020’s biggest entertainment launch” for gaming console Sony PlayStation.  

Havas Sports & Entertainment won the grand prix for French welfare association L’Enfant Bleu in the effective use of tech category.

The winning campaign “Undercover Avatar” saw the agency create an in-game confidante to enable children to speak out about abuse. The activity generated 700 million media impressions and resulted in the French government working on solutions that will turn video games into a new way to identify abused children.

“Leveraging a native behavior (and interest) in a smart way — a really powerful way to do things purposefully different,” said judge Luca Vergano, vice president of strategy at Elephant.

The initiative also won two special awards: Most scalable idea and platform pioneer.

MullenLowe US won the special award, the early adopter, and a gold for “Ring King” for Burger King.

In the effective use of partnerships and sponsorships category, McCann Paris and FP7 McCann Dubai won the grand prix and effective native award for Lebanese Breast Cancer Foundation for “The Bread Exam.”

The nonprofit collaborated with a traditional baker to create a bread-making video demonstrating how to self-examine. The campaign reached 112 million people, and in nine months increased awareness by 83 percent and screenings by 41 percent.

“They identified breast cancer as something that is difficult to talk about in culture, but managed to make it part of the conversation through the topic of bread making, something that is an integral part of the culture,” said judge Faisal Alani, head of partnerships at eBay.

“They tackled the problem in an incredibly thoughtful way; it really warmed my heart.”

COPA90 won two special swards — the collaboration with an influencer award for Budweiser’s “Messi X Budweiser 644,” and the successful sponsorship award for “Music Keeps Us Playing” for Pepsi and Pepsi MAX, as well as a silver and bronze, respectively.

In the best use of data category, the grand prix and personalization award went to FCB New Zealand for “Personalizing Danger,” a campaign for Water Safety New Zealand. By combining historical, real-time and future data, the agency built a predictive model to reduce deaths of young men from drowning. The campaign reached 95 percent of its target audience and achieved zero deaths. 

“Other entrants are just gathering data. But to actually save lives? If only one life is saved, it’s already a success. This is data put to good use,” said judge Kathrin Jesse, chief strategy officer and partner at Wirz Group, Switzerland.

The data-driven insight award was given to MullenLowe US for Burger King’s “Delay Your Way,” which also won a gold, and the attribution award went to Ekimetrics for “Using Advanced Analytics to Market Profitability in a Pandemic” for hospitality brand Accor, which also won a bronze. 


Senior Jerusalem Catholics condemn behavior of Israeli police at journalist’s funeral

Senior Jerusalem Catholics condemn behavior of Israeli police at journalist’s funeral
Updated 17 May 2022

Senior Jerusalem Catholics condemn behavior of Israeli police at journalist’s funeral

Senior Jerusalem Catholics condemn behavior of Israeli police at journalist’s funeral
  • The Vatican’s representative in the holy city claims raid on funeral of Shireen Abu Akleh on Friday breached 1993 religious freedom agreement
  • Catholic patriarch of Jerusalem slams ‘severe violation of international norms and regulations’

LONDON: Senior Roman Catholic figures in Jerusalem said Israel “brutally” violated religious freedom in the city after police confronted mourners at the funeral procession of Palestinian-American journalist Shireen Abu Akleh on Friday.

Police beat people carrying Abu Akleh’s coffin from St. Joseph Hospital and fired stun grenades at the crowd.

Monsignor Tomasz Grysa, the Vatican’s representative in Jerusalem, said the incident violated a 1993 agreement between the Holy See and Israel that “upholds and observes the human right of freedom of religion, which in this case has been brutally violated.”

Archbishop Pierbattista Pizzaballa, the Roman Catholic patriarch of Jerusalem, added: “The Israel Police’s invasion and disproportionate use of force — attacking mourners, striking them with batons, using smoke grenades, shooting rubber bullets, frightening the hospital patients — is a severe violation of international norms and regulations, including the fundamental human right of freedom of religion.”

The statements came as part of a series of condemnations made in a press conference at St. Joseph Hospital by the leaders of 15 religious denominations based in the city.

Jamil Koussa, the hospital’s director, said he believed the police targeted Abu Akleh’s coffin, not just the mourners, in an effort to intimidate and “horrify” onlookers.

A number of medical staff were also injured by the police after they stormed the hospital. Dr. Mohammed Hmeidat, who works in the neonatal intensive care unit, told the BBC he was burned by a stun grenade.

“One of them was very close to my feet, and [it] exploded. After that, we hurried to the emergency department and [the police] also followed us [there],” he said.

Israeli law enforcement warned Jerusalem’s religious figures against making “extreme statements, which include assertions about events that are still being examined, only stir up emotions and are not responsible.

“We expect clerics to help calm the area and avoid statements that agitate it.”

Abu Akleh, an Al Jazeera journalist and a Christian, was shot while covering an Israeli military raid in a Palestinian refugee camp in the occupied West Bank city of Jenin on Wednesday.

The Israel Defense Forces initially denied they were responsible for her death, but amid evidence from eyewitnesses that the fatal shot came from IDF personnel, they have since opened an investigation into the activity of their soldiers during the operation.

Israeli police, meanwhile, claimed intervention in her funeral was necessary as the journalist’s family had planned to use a hearse to transport the coffin from the hospital but the crowd had threatened the driver and appropriated the body against their wishes.

“Police were present at the incident to maintain public order and to allow the funeral to take place when there were extremists on the ground who provoked and engaged in an attempt to turn the funeral into a violent event,” the police said in a statement.

However, Abu Akleh’s brother, Tony Abu Akleh, told the BBC: “Everybody saw the pallbearers beaten savagely by batons without any mercy, without any respect to the funeral, to the dead.

“This was a national funeral for all the Palestinians to participate in…[The police] had no business to do [what they did] at the gate.”

Abu Akleh’s niece, Lina, told the BBC: “I honestly was very afraid…because [the police] started throwing stun grenades, and one of them actually threatened to beat me if I don’t move out of the way,” she said.


There isn’t enough moderation in Arabic and non-English languages, Meta Oversight Board’s Head of Global Engagement tells AWF forum in Dubai

There isn’t enough moderation in Arabic and non-English languages, Meta Oversight Board’s Head of Global Engagement tells AWF forum in Dubai
Updated 17 May 2022

There isn’t enough moderation in Arabic and non-English languages, Meta Oversight Board’s Head of Global Engagement tells AWF forum in Dubai

There isn’t enough moderation in Arabic and non-English languages, Meta Oversight Board’s Head of Global Engagement tells AWF forum in Dubai
  • When it comes to content moderation, Meta and its various social-media platforms have time and again attracted criticism

DUBAI: There is not enough Arabic and non-English-language content moderation online, the head of global engagement for Meta’s Oversight Board, Rachel Wolbers, said at the Arab Women Forum conference in Dubai on Tuesday.

“Meta and Facebook are making numerous efforts to detect fake news,” Wolbers told the audience, adding, “Detecting misinformation is a hard process.”

“I would not ignore that the company is not doing enough; the board is constantly pushing for this — it is not well developed, not well invested in” in comparison to English-language moderation, she continued.

When it comes to content moderation, Meta and its various social-media platforms have time and again attracted criticism as racism, extremism and anti-social behavior surfaced across them. The company set up the independent Oversight Board to moderate such content.

However, Arab News Editor-in-Chief Faisal J. Abbas questioned whether the board can truly make a significant difference.

“As much as I am in favor of having an oversight board at Facebook, at Twitter or at Snap or TikTok…how much say do they really have?” he asked. “How much can they really do?”

Snap Inc’s MENA GM Hussein Freijeh claimed that social-media technology itself was neither good nor bad — it depends on the user.

“Snapchat works with regional cultural dynamics in terms of security and content. Snapchat is considered a useful tool for content creators,” Freijeh said.

While fake news was in no way created by social media, the sheer speed and accessibility the networks provide means that harmful and malicious behavior now has a greater reach than ever before.

“Social media gave people freedom,” Khaled Janahi, the Chairman of Vision 3, told the panel but warned that people needed to use it correctly.

Abbas said: “Nobody is against freedom but we should also be against chaos.”

He explained: “We are talking about billions of people, billions of posts, it is physically impossible to monitor everything and by the time they get to it, the damage would most probably have been done.

“If you remember from 2016 the fake story which was spreading on Facebook and other platforms about the pizzeria that had a child abuse ring, and somebody took a gun and went and shot up the place,” the editor continued, referring to PizzaGate — a conspiracy theory that received widespread attention on social media and led to severe consequences, including the ‘creation’ of a fake newspaper, the Denver Guardian, which claimed to have hacked into former secretary of state and presidential runner-up Hillary Clinton’s emails and discovered a Democrat-run child prostitution ring.

“The story got more views than the rebuttals. The more crazy the news, the more content it creates, the more websites like Facebook get traction,” Abbas said. “There is no end to fake news but we must continue to battle it.”


Russia not planning to block YouTube, says digital development minister

Russia not planning to block YouTube, says digital development minister
Updated 17 May 2022

Russia not planning to block YouTube, says digital development minister

Russia not planning to block YouTube, says digital development minister
  • Russia has blocked other foreign social media platforms
  • Moscow restricted access to Twitter, Facebook and Instagram in early March

Russia is not planning to block Alphabet Inc’s YouTube, the minister for digital development said on Tuesday, acknowledging that such a move would likely see Russian users suffer and should therefore be avoided.
Russia has blocked other foreign social media platforms, but despite months of fines and threats against YouTube for failing to delete content Moscow deems illegal and for restricting access to some Russian media, it has stopped short of delivering a killer blow to the video-hosting service.
With around 90 million monthly users in Russia, YouTube is extremely popular and plays an important role in the digital economy. Though Russia has domestic versions of other social media, a viable YouTube alternative on that scale is yet to emerge.
“We are not planning to close YouTube,” Maksut Shadaev, who is also minister of communications and mass media, told an educational forum. “Above all, when we restrict something, we should clearly understand that our users won’t suffer.”
Competition is the engine of progress and blocking is an extreme measure, he told a vast auditorium of mostly young Russians, some scattered around the room on bean bags.
Alphabet’s Google did not immediately respond to a request for comment.
Simmering tensions between Moscow and Big Tech erupted into a full-on information battle after Russia sent tens of thousands of troops into Ukraine on Feb. 24.
Russia restricted access to Twitter and Meta Platform’s Facebook and Instagram in early March. It vowed in April to punish Google for shutting out Russian state-funded media globally on YouTube, accusing it of spreading fakes about what Russia calls its special military operation in Ukraine.


Elon Musk says Twitter purchase will not go ahead without clarity on spam accounts

Elon Musk says Twitter purchase will not go ahead without clarity on spam accounts
Updated 17 May 2022

Elon Musk says Twitter purchase will not go ahead without clarity on spam accounts

Elon Musk says Twitter purchase will not go ahead without clarity on spam accounts
  • ‘Yesterday, Twitter’s CEO publicly refused to show proof of <5 percent. This deal cannot move forward until he does’

NEW YORK: Billionaire Elon Musk said Tuesday that his purchase of Twitter would not go ahead unless he was assured that fewer than five percent of accounts on the platform were fake.
“Yesterday, Twitter’s CEO publicly refused to show proof of <5 percent,” tweeted Musk, who has almost 94 million followers on the social network.
“This deal cannot move forward until he does.”


Twitter defends anti-bot efforts, Musk replies with poo emoji

Musk has said bots plague Twitter and that he would make getting rid of them a priority if he owned the platform. (File/Twitter)
Musk has said bots plague Twitter and that he would make getting rid of them a priority if he owned the platform. (File/Twitter)
Updated 17 May 2022

Twitter defends anti-bot efforts, Musk replies with poo emoji

Musk has said bots plague Twitter and that he would make getting rid of them a priority if he owned the platform. (File/Twitter)
  • “The bot issue at the end of the day was known by the New York City cab driver and feels more to us like the ‘dog ate the homework’ excuse to bail on the Twitter deal or talk down a lower price”

SAN FRANCISCO: Twitter’s chief on Monday defended the messaging platform’s battle against “bots” that aspiring buyer Elon Musk says vex the platform, only to have the billionaire respond with a poo emoji.
The exchange played out in tweets as Musk’s $44 billion buy of Twitter remained “temporarily on hold,” pending questions over the social media company’s estimates of the number of fake accounts, or “bots.”
“It appears the spam/bot issue is cascading and clearly making the Twitter deal a confusing one,” Wedbush analyst Dan Ives said in a note to investors.
“The bot issue at the end of the day was known by the New York City cab driver and feels more to us like the ‘dog ate the homework’ excuse to bail on the Twitter deal or talk down a lower price.”
Twitter chief executive Parag Agrawal said the platform suspends more than a half-million seemingly bogus accounts daily, usually before they are even seen, and locks millions more weekly that fail checks to make sure they are controlled by humans and not by software.
Internal measures show that fewer than five percent of accounts active on any given day at Twitter are spam, but that analysis can’t be replicated externally due to the need to keep user data private, Agrawal contended.
Musk, who has said bots plague Twitter and that he would make getting rid of them a priority if he owned the platform, responded to that tweet by Agrawal with a poo emoji.
“So how do advertisers know what they’re getting for their money?” Musk tweeted in a subsequent response about the need to prove Twitter users are real people.
“This is fundamental to the financial health of Twitter.”
The process used to estimate how many accounts are bots has been shared with Musk, Agrawal said.
The chief of SpaceX as well as Tesla, Musk is currently listed by Forbes as the world’s wealthiest person, with a fortune of some $230 billion, much of it in Tesla stock.
Seen by his champions as an iconoclastic genius and by his critics as an erratic megalomaniac, Musk surprised many investors in April with his pursuit of Twitter.
Musk has described his motivation as stemming from a desire to ensure freedom of speech on the platform and to boost monetization of an Internet site that is influential in media and political circles but has struggled to attain profitable growth.
Musk said he favored lifting the ban on Donald Trump, who was kicked off the platform in January 2021 shortly after the former US president’s efforts to overturn his election defeat led to the January 6 assault on the US Capitol.