American Brands Aim To Counter Global Mistrust

14 May 2004

The advertising and marketing industry is trying to stem the global wave of Anti-Americanism.

Business for Diplomatic Action, conceived by DDB Worldwide chairman Keith Reinhard is trying to raise a $1million (€0.8m; £0.5m) fighting fund.

The 150-strong group decided to act after the recent NOP World study found that American brands were on the run.

BDA's executive director, Cari Eggspuehler, said she believed problems would be felt "five years down the road, not next quarter".

The group also wants to encourage media companies to produce shows which realistically project the American way of life, rather than Baywatch stereotypes.

Reinhard drew up the BDA plans the day after the 9/11 attacks in 2001. However the NOP results have proved an even greater clarion call to action.

The survey reported that between 2003 and 2004, trust in American brands fell from 36% to 35%, with several high-profile brands such as Coca-Cola, McDonald's and Nike, suffering badly.

NOP managing director Tom Miller said the study was "clearly a warning sign".

Data sourced from: Brand Republic; additional content by WARC staff