Socio-economic marketing and brand risk - selected news updates.

Dodge Ram Trucks’ sparks social media backlash and broad criticism for using Martin Luther King, Jr. sermon in Super Bowl ad.

“The response put Ram in a position that advertisers dread — misfiring with a commercial in the Super Bowl, which sells 30 seconds of airtime for upward of $5 million and is watched by more than 100 million people...” 

Dodge Ram Trucks Super Bowl Ad Backlash, The New York Times, February 5, 2018

 

Newsweek, former news media leader, engulfed in “sourced traffic” media fraud, fires executive staffers.

Newsweek formerly had a powerful brand name in media.  From the article: “Last week, BuzzFeed News reported that the company (Newsweek) engaged in “fraudulent online traffic practices” to help secure an online ad buy from the Consumer Financial Protection Bureau.  The publisher of Newsweek and the International Business Times bought fake audience traffic in order to fulfill a large government advertising campaign…”

Upheaval at Newsweek. USA Today. February 5, 2018

 

Blackrock, the world’s largest asset manager and equity shareholder, demands socio-economic accountability from corporations, introducing a new brand risk dimension: investors will now require greatly improved socio-economic brand risk management. 

CEO and founder, Larry Fink, in his 2018 Letter to CEO’s, puts corporations on notice:  “…Society is demanding that companies, both public and private, serve a social purpose. To prosper over time, every company must not only deliver financial performance, but also show how it makes a positive contribution to society…”

Blackrock's Larry Fink Letter to CEO's. A Sense of Purpose. January 2018