There Needs to Be More Accountability in Advertising to Shatter the Status Quo

Too much focus goes into the short-term plan

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Another day, another epic fail from a brand putting on the diversity mantle or shouting about social distancing.

Ads keep missing the goalposts on the climate emergency, diversity, ocean plastic—pick a theme. Behind every misstep is bad advice, lack of understanding or someone who didn’t listen.

The majority of a company’s value is inevitably tied to the brand. Missteps can cost billions in the short term, like #DieselGate for VW, and other times can prove near fatal, as was the case for American Apparel, which is now on life support.

Most agencies and marketing departments are ill-equipped at understanding and responding to the challenges of our time.

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This story first appeared in the Aug. 10, 2020, issue of Adweek magazine. Click here to subscribe.