Miss America Shows Its New Face to the World in Rebranding Campaign

'Miss Conceptions' arrives amid organization's leadership controversy

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Miss America wants everyone to know that it is a competition, not a pageant. And it never had anything to do with Donald Trump.

Back in June, Miss America announced sweeping changes, including the elimination of the swimsuit portion of the competition, while appointing Y&R as agency of record for its rebranding effort, without a review.

Gretchen Carlson, chair of the brand’s board of trustees, said in a statement at the time that it would “represent a new generation of female leaders focused on scholarship, social impact, talent and empowerment.”

The Miss America Organization’s changes began with the resignation of former CEO Sam Haskell and other leaders in late 2017 after leaked emails showed Haskell discussing former contestants in a derogatory, misogynistic manner.

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