What if the M in CMO Stood For Morality?
What good is it if your ad preaches positivity, but your ad dollars fuel hate?
I'm one of the founding members of The Conscious Ad Network and we've spent a significant amount of time considering what an ethical media-buying model would look like. How do our billions of ad dollars shape the free internet and how can we ensure that our advertising is a positive force in the world?
I think this debate is an interesting one because it's talking a lot more to the values of the *marketeer* as a *consumer* (of media space) rather than talking to the *brand* about *purpose*.
For example - if you’re a client-side marketing executive who touches any media spend, should you ensure that your investments only goes to platforms that meet the standards and values of your brand? If so, how?
It's exciting because, unlike brand purpose which is a decision made through extensive strategy meetings and committees, ethical advertising SPEND is a decision that can often taken by one brave leader within an organisation. So the people attending WPP Stream really do have the power to make tangible, meaningful change.