Socio-economic marketing and brand risk - selected weekly updates

58% of corporate marketers and CMO’s are more concerned about “Brand Safety” this year versus last year.

“As long as prominent media headlines call out fake news and offensive content, pressure will continue to mount on content publishers and platforms to address brand safety concerns – and provide effective solutions,” the report warned.  According to the survey findings, advertisers have taken it upon themselves to come up with a range of solutions, with just 3% reporting that they have no action plans…”

Brand Safety concerns continue to grow. WARC. June 11 2018

 

Key Person brand risk event engulfs WPP:  longtime CEO Martin Sorrell’s resignation clouded by allegations of sex favor payments and staff bullying.

“Claims have emerged that WPP staff said they witnessed the 73-year-old entering a premises used by sex workers, leading to concerns that the alleged visit was paid for with company money.  The report, in the Financial Times, was accompanied by further allegations from inside WPP about his use of company resources and that he created a “fear culture” by bullying staff…”

WPP's Sorrell saga takes a tawdry turn.  The Guardian. June 12 2018

 

Marketing and how the need for “calculated risk-taking” is more important today in a low-growth environment.

"To innovate, by definition, means to risk. In his provocative book, Against the Gods, Peter Bernstein argues that there are five responses when confronted with risk: avoid it, reduce it, transfer it, accept it, or increase it. Avoiding risk altogether would be the demise of any company…”

All Profit is derived from risk. WARC. May 31 2018

 

Spotify reverses “hate speech” policy after employees and users complain.

“The company stated their primary intentions were good, but the language was vague which was misinterpreted by the majority. The blog post explained, “We don’t aim to play judge and jury. We aim to connect artists and fans – and Spotify playlists are a big part of how we do that. Our playlist editors are deeply rooted in their respective cultures, and their decisions focus on what music will positively resonate with their listeners…”

 Spotify retracts hate content policy and clarifies approach.  Music Plus.  June 5 2018