Linda Lane-González, presidente y CEO de The Viva Partnership
Linda Lane-González, President and CEO at The Viva Partnership, is amazed to see how brands have come together for the common good of the U.S. speaking against racism and bigotry. She believes that a way of promoting gender equality and preventing discrimination is using advertising in creative ways to promote their products while making statements against the negativity and hatred. “Even when brands might lose the support of some supporters, many appear to be doing what is right. Those are the biggest brands of course” she said. She said there is a need to guide clients to be bold and take risks. “I also believe we should come together as an industry to produce pro-bono campaigns that keep the Resistance at the forefront of the movement. We’re the experts in communicating messages – and ours is a message that needs to be heard loud, clear and often!” When it comes to Multicultural, she fears that many advertisers will move away from looking at the market holistically and hunker down and wait until this blows over. “I foresee some moving back to a more segmented approach to advertising wherein they communicate one way to the general market and then separately to diverse target audiences.”
