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An ad agency is trying to urge brands to take on hot-button issues - Business Insider

104385867 kendall jenner pepsi 1.1910x1000 But instead of focusing on pitching content opportunities to media buyers, Digitas has tried to show off what it sees as a history of being a provocative leader in the industry. Rather than sell shows, Digitas wants to use the NewFronts to tell its own story In 2016, for example, its theme was "Skip Ads," where it urged marketers to stop making intrusive, interruptive ads with self-centered messages unless they wanted their audiences to continue to skip them. "We need to constantly challenges ourselves, our partners and our clients to do better things," said Donaton. To that end, the company is roping in a range of high-profile speakers and brands on this year's stage who have successfully pushed the envelope as far as highlighting or giving voice to such issues is concerned. Digitas will showcase brands that have gotten issue ads right - and very wrong For instance Pulitzer prize-winning reporter Jodi Kantor — who broke the Harvey Weinstein story which inspired the #MeToo movement — will appear with The New York Times CEO Mark Thompson, as the Times itself has been vocal about the importance of objective truth in its own ads. (Business Insider's parent company Insider Inc. will also appear on stage to present research about millennials). Executives from Dick's Sporting Goods and REI will also take the stage, as both brands have taken strong stands on issues that reflect their values. Donaton will also be interviewing former PepsiCo president Brad Jakeman, who was at the helm last year, when the Kendall Jenner fiasco broke out. "The focus is on how storytellers of all kinds are changing their approach and giving voice to those whose voices maybe haven't been heard and people whose stories haven't been told," he said. "There's a reason we have both a Pulitzer-winning reporter from the New York Times and the company CEO." 'A matter of what side of history these companies want to be on' While the approach may have worked for The Times, REI and Dick's — which stopped selling assault-style weapons and more recently decided to destroy all unsold inventory in the wake of the Parkland high school shooting — it can end up going very badly.

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