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Marketing Briefing: The next weeks ‘will be tense’: Marketers brace for more social unrest

Digiday 12 Jan 2021 05:01
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January 12, 2021 by Kristina Monllos

Welcome to the Marketing Briefing, a weekly feature for Digiday+ members that goes deep into the world of brands, marketing and the executives shepherding them for their companies. The Marketing Briefing, which will be authored by senior marketing editor Kristina Monllos and marketing reporter Kimeko McCoy, will hit Digiday.com and inboxes every Tuesday.

We’re making this briefing available to anyone for the first two weeks (this one and next), after which it will be exclusively available to Digiday+ members. Join Digiday+ now to prevent losing access, and use promo code MARKETINGBRIEFING for 20% off a 1-year membership.

Treading cautiously

Last week, advertisers pressed pause on paid social, TV and streaming platforms following the insurrection at the Capitol Building. That advertisers did so is no surprise — they’ve had enough practice that systems are in place to pull ads quickly when the need to do so arises.

While most advertisers have returned to those channels, there’s a sense that “the next couple of weeks will be tense,” noted one agency executive, adding that agencies “have to be ready to move at any moment” should there be more unrest. Overall, marketers and agency execs are taking a wait and see approach to the current moment, staying alert and in close contact to be ready to react, i.e. pull ads, as needed. “We’re back on, but treading cautiously,” said a media buyer for an independent agency. 

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DigidayKristina MonllosKimeko McCoyelect Joe BidenJeromy Sonne
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