What is your greatest achievement to date in international media?
Being put forward for this! Otherwise, having two campaigns nominated for two awards: the M&M B2B campaign award in 2013; and a CMA B2B content marketing award in 2014. The first campaign was executed with IDG and The Economist, with the aim of engaging different lines of business with Oracle’s various cloud applications with a series of thought leadership research pieces. The other was a content series with the FT around raising awareness of Oracle’s cloud solutions among EMEA decision-makers.
What creative innovations have you implemented in the past 12 months?
Introducing account-based marketing across social platforms and some of the demand-generation publishers has been a game-changer in allowing us to refine our targeting. As our client has become more focused on content creation, we have also implemented more brand engagement units across key tech sites, and are working with networks such as Vibrant, Affectv and Rocket Fuel to contextually and behaviourally target our audiences.
With the FT campaign, we created a microsite that hosted a range of bespoke content, including a piece of research to educate users on cloud technology and position Oracle as a thought-leader. We took 10% market share away from IBM.