Earlier this year, The Ad Council launched its “Agree to Agree” campaign, which seeks to reduce gun violence affecting children and teens by fostering common ground and civil dialogue. As Ro Patrick, VP at The Ad Council, explains, the campaign was born from research that showed both gun owners and non-gun owners alike felt strongly about the need to protect children from gun violence.  

Ro joins the On Scope podcast to discuss how the campaign came to life and what other brands can learn from The Ad Council’s research-based approach of addressing a social issue in a time of high political tension and division. Along with host Mike Berberich, Ro covers how she and her team were able to depoliticize the messaging around gun violence, how other brands might approach identifying social issues they can take a stand on without getting caught in the political fray, and the importance of building coalitions and amplifying existing voices as a strategy for brands entering into these types of conversations.

On Marketing News You Might Have Missed, Mike and show producer Ryan Dinger discuss a WPP Media report that found 84 percent of purchases are made by people already biased toward a brand, highlighting the importance of long-term brand building and challenging assumptions about the actual effectiveness of performance marketing.  

Want to turn brand trust into your biggest advantage? Check out ANA’s Marketing Data Principles, your blueprint for using data ethically and driving growth the right way. You can learn more by visiting www.ana.net/DataPrinciples.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.