David Ward, ANA, ANA Magazine, April 2021
The 2020 political advertising cycle was as turbulent as the election cycle itself, including the decision by Facebook, Google and Twitter to ban some or all political ads during key pre- and post-election stretches.
In January, the focus of WARC’s Spotlight US was “Marketing in a polarized nation,” which examined the issues dividing the country – and what brands should do about them. WARC's US Commissioning Editor Cathy Taylor writes that three months into the presidency of Joe Biden, the US, and brands, are not getting a reprieve.
Even after the election, there’s much uniting to be done in the US, as Morning Consult’s research into consumer attitudes shows fault lines beyond politics to include age, income, education, community.
As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.
With the long-term fate of TikTok in major markets like Australia and India uncertain, while major media outlets like ABS-CBN in the Philippines shut down – the media landscape is about to enter a period of volatility that advertisers must be prepared for.
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