GroupM Susan Schiekofer: How GroupM Counsels News-Averse Brands

Do advertisers have a moral duty to continue spending in news organizations? And what kind of effectiveness can they find there?

Over the last year, concern has grown that some brands are opting out of a news environment where the level of political discourse has turned negative.

Some media agency executives told Digiday they had blocked hundreds of news sites. We have also seen publishers like BBC News, News Corp, The Economist and now Vice Media protest at the move.

In this revealing video interview with Beet.TV, Susan Schiekofer, GroupM Chief digital investment officer, explains how brands currently regard current affairs – and how the agency responds.

Please read the full article and watch the full interview on Beet.TV here.