EssenceMediacom's new US Chief Strategy Officer on reaching ad avoiders

How do you take into account the ever-changing nature of social platforms? Perception of Twitter and TikTok has changed a lot in the last year.

We are always looking to see where consumers are, and of course we’re very tapped into the marketplace as well as looking at brand safety across the board. You talked about two very different cases across social platforms, but we’ve had this case happen across various social platforms in the U.S. recently. The way we think about it … we are thinking across platforms so that when you are building an omnichannel strategy that is already solving for a change in environment or safety within one platform or the other. It is a network of ideas or an ecosystem of how the brand is messaged so that an outage somewhere can be replaced by other messaging and other connections elsewhere.

Social media news: TikTok trends brands can follow

How do you take sustainability into account when working with clients in your media buying? 

We help clients integrate sustainability into their advertising and marketing strategies by providing guidance on how to reduce their environmental impact, maintain ethical standards, promote social responsibility and report on their sustainability efforts. Additionally, by using GroupM’s Media Decarbonization Framework and Carbon Calculator, our clients can choose to measure and reduce the carbon footprint of their media and advertising activities. This helps our clients to align their sustainability goals with their marketing and advertising strategies and contribute to a more sustainable future.

Read more: GroupM updates carbon calculator