Advertisers need to reassess funding media that bullies: Dentsu’s Ben Shepherd
Advertisers are soon going to have to reassess their role in funding certain sections of the media, following the alleged bullying of Brittany Higgins, according to Dentsu’s chief investment officer, Ben Shepherd.
Media attention on Higgins has ramped back up in recent weeks, which Shepherd said poses the question for advertisers to consider their role in funding, and enabling “this sort of bullying”, referenced in two examples of the coverage.
The screenshot displays an ad for Headspace with the text ‘let’s talk bullying’
If you don’t like what your company is doing to such a degree you need to post about it and you have such a senior position – shouldn’t you leave??
No more free lunches for you
Or dentsu for that matter
A mechanism does exist…its called keyword exclusions.
It’s ok to have opinions that don’t align with your corporate overlords. Better voice them than remain silent and influence no one for the better.
So in other words, as the Chief Investment Officer, he’s happy to put his clients money where the eyeballs are. Regardless of what he says on LinkedIn.
Another cowardly example of industry virtue signalling. Either lead the way or stay out of the way.
[edited under Mumbrella’s editorial guidelines]
A world where media/marketing people become the moral arbitrators of anything is not something I want to be a part of.
It sparked a conversation though!
About the hypocritical nature of those in our industry pontificating about the media as if they’re not part of it.
Think this will be sparking more than one conversation back at HQ
Im sure the CCO will now be cleaning up the mess – like she always does.
nope – the CCO left too
I wonder what the annual value of Dentsu’s investment into News Corp published titles on behalf of Woolworths is?
I wonder if Woolworths share Ben’s political views.
I am guessing about 55% of total media spend
Classic virtue signalling. Very poor behaviour from a C-suite that should be leading by example!
I have to admit I am disappointed by this. You either have courage or you don’t. This feels like saying the right thing without doing the right thing.
Would any publisher really notice if Dentsu pulled their media investment?
If their affiliates pulled their money then perhaps they would but not Dentsu client money
I wonder how long this one is going to last before it starts rubbing people the wrong way?
Ben joined Denstu after a brief period at Bain & Co – not the other place you mentioned.
The bigger bullies, the one doing the real harm to kids are Meta (facebook and insta), not lil ol news ltd with its silly right wing shock jocks.