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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.
“We’ve
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