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Miss America is repositioning its brand to align with sweeping cultural changes, calling into question the nature of its long history.
As such the brand has appointed Y&R as agency of record for a wide-reaching rebranding effort without a review, while announcing that it is eliminating the swimsuit portion of the competition. Miss America further claims it will no longer judge contestants based on physical appearance.
“We are no longer a pageant. Miss America will represent a new generation of female leaders focused on scholarship, social impact, talent, and empowerment,” Gretchen Carlson, chair of the brand’s board of trustees, said in a statement.
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