Content Weekly By The CMA: 22nd November

Hi , I hope you're having a great week.

Welcome to this our latest edition of Content Weekly! We take a look at a feature from CMA member, Rationale, around storytelling and healthcare, a sector that has a real significance of connecting with audiences on a deeper emotional level.

You’ll also find key details on tomorrow's virtual award ceremony. I’m also delighted to announce the Grand Prix shortlist for this year’s International Content Marketing Awards, (Best Small/Medium/Large agency).

Congratulations to those on our list, we’ll be announcing the winner at tomorrow’s virtual ceremony!

Our 2023 Grand Prix Shortlist

Best Agency: Small

• 3rdspace, Australia

• Contented Brothers, United Kingdom

• Navigate Video, United Kingdom

• Neonet, Hong Kong

• Oh My! Creative, United Kingdom

Best Agency: Medium

• Dialogue Content Marketing, United Kingdom

• Imprint, United States of America

• MGV, Hong Kong

• Newhall, United Kingdom

• The Fifth, United Kingdom

Best Agency: Large

• Bonnier News, Sweden

• Cedar Communications, United Kingdom

• Medium Rare, Australia

• OTW, Sweden

• SJR, United Kingdom

📣 2023 TROPHIES TO BE MADE FROM BAMBOO

At the CMA we believe in a sustainable future. What we do to protect the environment today will pay off for many years to come. We believe sustainability is not just a moral imperative but a business one too.

Following last year’s successful launch, we’ve decided to stay with our eco-friendly trophy for the 2023 International Content Marketing Awards. Working with our design agency, NR Creative, and a British supplier we have developed a trophy using one of the most eco-friendly materials available – bamboo.

Bamboo is a grass which grows quickly and requires no fertilisers or pesticides to thrive. The cut and come again nature of the bamboo plant makes this a highly sustainable source of material for the manufacture of bamboo ply boards and veneers.

The forests are carefully managed by local farmers and all bamboo is harvested by hand after around 3-5 years. These farmers know how to select the bamboo stems at the correct maturity for processing into boards and with its fast production cycle, bamboo offers a vital alternative to the use of rainforest hardwoods and other timber sourced from the world’s precious woodlands.

🏆 BOOK A SPACE ON TOMORROW’S VIRTUAL CEREMONY

Following feedback from last year’s virtual event, we’ve decided to hold this year’s awards at the end of the working day, so you and the team can come together and watch as you wait to find out the results of this year’s International Content Marketing Awards.

The virtual awards ceremony will take place tomorrow at 16:00

🗞️ BRAND STORYTELLING IN HEALTHCARE

Emotional decision-making makes it more important than ever for healthcare communications to resonate with audiences on a deeper level.

Brand communications across all industries are experiencing a shift in perception. Whether due to a lack of trust or consumer cynicism, it’s no longer enough to simply tell people ‘what’ you do.

Gallup research from the past year shows that 70% of purchasing decisions come from an emotional response¹, rather than a rational one. This means that establishing brand preference and lasting relationships with an audience becomes easier when content speaks to them on an unconscious, relatable level.