Navigating the Brand Safety Conversation in Socially Charged Times

Blocklist hygiene is more important than ever


Joe Barone, Managing Partner of Brand Safety for the Americas for GroupM, has the literal playbook on how brands can navigate the brand safety conversation in today’s socially charged landscape. At Adweek’s Elevate Brand Safety event last week Barone broke down the five pillars of emotional investment, which include:

  • Brand safety
  • Data ethics
  • Diversity, equity and inclusion
  • Responsible journalism
  • Sustainability

Barone also laid out the framework of how this can all work:

  • Protect diverse voices
  • Support credible media
  • Provide brand-safe environments for their clients

The increasing importance of brand safety 

The pandemic and social unrest have exacerbated the need for a robust brand safety strategy over the last year.

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