Facebook, Bacardi and OMD on brands navigating pinnacle cultural moments
5 June 2020

This article was originally published by Campaign US.

From a global pandemic to the death of George Floyd: Companies are addressing culturally-charged and rapidly evolving crisis after crisis. 

“Listening is not enough,” Bacardi’s chief marketing officer has stressed as brands navigate responses to the death of George Floyd.

John Burke joined Facebook’s VP of Global Marketing Solutions for North America Nada Stirratt and Florian Adamski, CEO of media agency OMD Worldwide, to discuss how marketers are navigating today’s culturally-charged landscape as part Campaign Connect — a two-day, global virtual event unpacking the future of advertising in a post-pandemic world.

“You need to listen,” said Burke, whose brand joined so many others in posting a black square on Instagram and other social channels for #BlackOutTuesday to support the black community. “And then you need to do more listening to understand and empathize with the situation that’s unfolding. But, clearly, listening isn’t enough and brands need to act. We’ve made a commitment to act.”

He said the mass response to this outcry serves as a broader lesson about how brands should react to situations like this.

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