[Marketing Report] Bob Koigi: Stepping up the war on extremist content, fake news

[Marketing Report] Bob Koigi: Stepping up the war on extremist content, fake news

07-12-2021 12:45:00 | Hits: 1665 | columnist: Bob Koigi | Tags:

As the world continues to deal with the proliferation of disinformation, misinformation channels, extremism and fake news, brands and the media are stepping up the resolve to tackle what has had an adverse impact on their operations and reputation.

From fact checkers and verification apps to launching specific training programmes and courses, brands are not leaving anything to chance in countering bad content.

It is the case with Vice Media Group that recently launched the VICE News Extremism Desk, a first-of-its-kind, multi-platform desk covering terrorism, ethnonationalism, white supremacy, Neo-Nazism, militias, and dangerous religious hate groups.

The Extremism Desk will be a premier platform for award-winning reporting on all of these topics, paying close attention to the links between digital disinformation and extremism.

This week has also seen a flurry of activities in the mergers and acquisitions space.

Communication giant WPP has acquired a majority stake in branding and design agency Made Thought.

Made Thought will be integrated into AKQA and will join forces with Universal Design Studio and Map Project Office to form The New Standard, an industry-leading collective that provides clients with transformational design and creative thinking. The partnership will enable each studio to maintain creative independence while facilitating greater collaboration to deliver connected, cross-platform work, harnessing the specialist talent from across all design disciplines.

On the other hand, S4 Capital subsidiary Media Monks has acquired salesforce platform Maverick Digital.

Maverick Digital is a fast-growing Salesforce platform implementation and integration partner with strong digital transformation capabilities. Founded in 2018, the firm's capabilities include Salesforce Core, Salesforce Marketing Cloud and Integration Cloud/MuleSoft.

The merger will strengthen Media.Monks' capabilities in Salesforce and enhance Media.Monks' ability to help brands grow faster and build more impactful customer experiences.

Digital Branding Agency Born05 is now the lead agency for Steve Madden. The agency will work with growth agency Off The Record to create the storyline of the lifestyle fashion brand for the European markets.

Born05 is working on the brand awareness and growth of Steve Madden in the European market. This is where the largest growth market for the lifestyle fashion brand for women, men and kids is located. Steve Madden hired Born05 to create a storyline and create local brand activations and campaigns. In addition, Off The Record is responsible in this process for the optimization and growth of the Steve Madden owned sales channels.

On appointments, Dentsu International, headquartered in London, has announced the appointment of Alex Hesz as Global Chief Strategy Officer. This pivotal new role will provide strategic leadership across the business further strengthening Dentsu International’s ambition to be the most integrated agency network delivering data-driven, tech-enabled and ideas-led solutions for our clients. 

Partnering with Global CEO Wendy Clark and the Dentsu International Executive team, Hesz will shape and define the strategy, priorities, and long-term direction of Dentsu International, aligned to dentsu Group’s strategy.   

Havas Media Group (HMG) has also appointed Sarah Ivey as its new Chief Strategy Officer, North America. Her appointment comes as part of the acceleration of the group’s overall growth strategy in North America and on the heels of former Chief Strategy Officer, North America Meghan Grant stepping into the elevated position of President of Havas Media Group U.S. and Chief Client Experience Officer for North America last month.

In other news that made headlines this week, Xandr, AT&T’s advanced advertising company, has announced the release of a new feature on its platform, described as content metadata for video.

The new feature aims to help publishers improve monetization of their premium video supply through standardized content descriptors.

Etihad Airways, the national airline of the UAE, and Ad-Lib.io, the next-generation Creative Management Platform (CMP), have partnered to advance Etihad’s digital advertising capabilities to the next level by leveraging Ad-Lib.io’s platform for digital-savvy brand marketers.

Following a rigorous RFP process, Ad-Lib.io’s platform was selected to deliver a user-friendly interface, simple scalability, and transparent workflow that would enable teams to collaborate on automated ad production across Display, Social, and Video.

New research from the Chartered Institute of Marketing (CIM) shows that despite the challenges of the past 20 months, marketers are optimistic for the future growth of the sector. Nine in ten (90%) believe it has a key role to play in the UK’s economic recovery, compared to 85 per cent when asked in 2019.

And Dept has launched Ada, a proprietary marketing technology platform designed to help brands build and accelerate their digital businesses.

 Creativity, technology, data and people are the foundations of digital success, and Ada by Dept combines all four with proprietary technology and third-party integrations that serve thousands of campaigns today.

Bob Koigi is an editor at Marketing Report EU






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