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. The tides, however, may be turning.
In today’s highly polarized cultural stratosphere, marketers are toeing the line with a both-sides approach to media spend and marketing messaging. For one diverse, inclusivity-driven comms agency, that line toeing has meant taking on a conservative, faith-based media client, and trying to better understand right-wing media to help clients adjust to the new hyper-partisan normal.
“It’s a wait and see — let’s dip a toe and see if we don’t get messed up,” an exec from the agency, who spoke on the condition of anonymity. “Let’s see if we don’t turn into another Target or another AB InBev, and if we don’t, let’s keep going.”
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