Coming out of 2020, the advertising industry had a collective moment of introspection. Here’s how we pivoted for a new world with new needs.

The pandemic, race relations, environmental issues and the polarized political landscape meant society was at breaking point in 2020; advertising contributing to many of these issues directly. The Responsible Investment Framework was GroupM’s response to this moment recognizing the need to change course and act more intentionally with higher standards for themselves and their industry peers. My role was to shape and inform how advertisers approach responsible journalism and fund quality news sources.

RESPONSIBLE JOURNALISM
Ethical and responsible media investment is the tip of the spear for a democratic society to flourish. We’re already seeing medium-sized and local news organizations close down at alarming rates, leaving communities underserved or without localized news sources. Misinformation and a post truth world, especially across social platforms, has had devastating real world consequences. Investing strategically in the right vehicles and placements helps rebuild credible news and publication ecosystems. We launched or helped to create:

• Agency wide Thought Leadership & Education on the importance of Responsible Journalism.

• The Global Local News Marketplace with local outlets across 31 countries.

• The Responsible Journalism PMP in partnership with TripleLift to curate a brand-safe environment to buy ads next to hard news content.

• Wider evaluation of content and news partners using Non-Profit consultants, University of Colorado Professors & Brand Safety experts.

Want to know more or have thoughts on the future of Advertisers in news? Let’s connect!