Play 9 CEO and YouTube Works 2022 judge, João Pedro Paes Leme says what a case needs to have to win in the Best Work With Creators category
In Globo’s journalism, where he became known, João Pedro Paes Leme covered some of the most important sporting events in the world. There were seasons of Formula-1, Olympic Games, Pan-American Games, Brazil’s fifth championship at the 2002 World Cup, and Gustavo Kuerten’s second championship at Roland Garros.
After his life as a reporter, Paes Leme was also editor-in-chief, director of news and sports programs and executive director of sports at Globo. Currently, JP is still in the corporate world: he is a founding partner and CEO of Play9, a mediatech based on content creation and digital formats, founded in 2019.
And the executive, jury of the YouTube Works 2022, commented on the Best Work With Creators category in more depth, as it is a more than familiar universe for JP Paes Leme. The idea of this category is to recognize the piece that had the best use of the creator to achieve the campaign objectives.
According to the organization of the award, it will be evaluated how the brand used the essence of the creator to tell a story or how he had a role in a duo with the brand/agency to think up the idea. “The supreme must be based on the good connection between the narrative and the creators”, stated João Pedro Paes Leme.
Check out the interview with the executive:
I hope the work continues to evolve. I realize how incredible the quality has been because I followed some cases from last year and saw that the judges’ choices proved that there are great products competing for the award.
Best Work With Creators
Some characteristics of the works will be evaluated and it would not be possible to describe in detail each item of analysis, but certainly the paramount must be based on the good connection between the narrative and the creators. Whoever found the best way to reach the public by bringing together content, creators and format will have 80% of the way done.
YouTube and the market
I believe that YouTube Works has the dual role of rewarding those who are developing good work as a stimulus to this search for quality and also acting as a guide, since it is a market that is being built.
YouTube has a fundamental character of bringing good content to society in general and generating sales as well, and today it already speaks to millions of Brazilians monthly. Encouraging creators, brands, agencies and content companies within this ecosystem is very important for it to become increasingly relevant.
João Pedro Paes Leme was the second interviewee in the series with the YouTube Works 2022 judges. In an interview last week, Alvaro Garcia, CMO at Mondelēz, spoke about the importance of marketing leading the companies’ growth agenda.
“And to generate growth, marketing needs to increasingly use data and insights to define its strategies and initiatives, prioritize actions and innovations that have the greatest impact, and measure all this to feed back the process,” he said.
The analysis of the cases submitted to YouTube Works, an award developed in partnership with Kantar — responsible for managing the curation and judging process of the campaigns, as well as for moderating the jury sessions — is carried out on two complementary fronts; both are staffed by professionals who bring specialized knowledge and experience across all spectrums of the industry.
Remembering that registration for YouTube Works 2022 ends this Monday (25) and is free. To register for the award, the advertiser or the responsible agency must fill out a form on the site do YouTube Works 2022 and justify the reasons why the campaign was unique and deserves to be highlighted among the thousands aired on the platform – registration is free.