Annual Conference 2019

Advertising agencies increasingly compete with work produced by holding companies and in-house marketing teams. Some agencies are making efforts to “evolve” by expanding their work to include services beyond “traditional” advertising. Agencies are also re-considering how they approach their work, holistically. In an effort to appeal to the growing Millennial demographic, many agencies are shifting their focus to be seen as “agents of change” within society. Indeed, this summer Ogilvy updated their tagline to “We make brands matter.” Similar observations can be seen throughout the industry, where agencies and brands are increasingly aligning with social issues. In this Special Topics session, four professors from across the U.S., as well as industry professionals, will discuss the current practices of brand activism. With backgrounds in corporate communications, advertising, creative and user-centered thinking, as well as digital and mobile game design, the panel will deliberate what brands do well and what could be improved. The panel will focus on advertising research, teaching, and practice. With the growth of this brand management strategy in our divisive political climate, it is likely that attendees have first-hand experience discussing advertising and social issues. This session will bring together these experiences for engaging discussion and consideration.