Big brands and their agency partners have been cautious with conservative advertising due to brand safety concerns. However, a shift appears to be occurring as marketers adopt a dual strategy, embracing both conservative and liberal messaging. A prominent communications agency has begun working with a conservative media client, reflecting a broader trend of agencies navigating the politically charged landscape. This approach aims to assess risks without alienating their diverse clientele while balancing engagement with previously avoided markets.
For the past few years, big brands and their agency partners have largely shied away from advertising on conservative channels, citing brand safety fears in ads showing up next to politically charged content.
In today's highly polarized cultural stratosphere, marketers are toeing the line with a both-sides approach to media spend and marketing messaging.
It's a wait and see - let's dip a toe and see if we don't get messed up. Let's see if we don't turn into another Target or another AB InBev, and if we don't, let's keep going.
We have actually taken on a conservative, [faith-based] media company that reached to us to do some programming around one of their tentpole [events].
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