The agency's new technology goes beyond politics
to tackle performative social good across industries
NEW
YORK, May 4, 2023 /PRNewswire/ -- Global
omnichannel media agency Assembly is launching ACT, a
first-of-its-kind platform that allows public figures and brands
alike to proactively guard against woke washing, greenwashing,
rainbow washing, and other types of performative advocacy. Powered
by STAGE, Assembly's proprietary technology, ACT tracks cause or
policy-forward advertising content, spend, and performance across
mediums to inform buying and messaging strategy while identifying
what percentage of advertising has favorable or unfavorable effects
on brand reputation. ACT is the latest innovation from Assembly's
industry-leading politics and advocacy practice, launched in 2019,
to handle planning, activation, and strategy for some of the most
high-profile candidates and independent expenditure groups in the
country.
ACT tracks cause or policy-forward
advertising content, spend, and performance to inform buying and
messaging strategy.
ACT arrives as consumers report more intensely scrutinizing
brands' stated social values. A recent study found that 60% of
Americans believe that a company that takes a stance on social
issues must demonstrate its relevance to that company's internal
values. Bridging the findings of this study with insights from
ACT, Assembly recently published a whitepaper titled, "Avoiding the
Pitfalls of Performative Advocacy."
"Consumers are expecting consistency – and time after time,
we're seeing companies and public figures being accused of
woke-washing as some question whether their new campaigns are
genuine or shallow attempts to lean into culture for capital or
political gain," said Rick Acampora,
Assembly Global Chief Operating Officer and Stagwell Brand X
Performance Network Chief Client Officer. "ACT is the missing piece
to the brand responsibility puzzle, and we're proud to be on the
cutting edge."
As companies continue to become more and more political, ACT
helps them:
- Take a more strategic approach to their corporate social
responsibility efforts by giving them insight into competitive
cause or policy messaging
- Interrogate competitive communications to optimize their own
messaging
- Identify the most critical drivers of trust
- Distinguish performative advocacy from genuine cause
campaigns
- Increase profit margins and campaign success rates
- Protect their brand's reputation
Today, Assembly is the only agency that can deliver this
capability, as no other media agency can combine the niche
expertise of a boutique political firm with the reach and resources
of a global omnichannel agency. Assembly started piloting ACT in
2022 and has already used it to track 160
million dollars of advocacy spending for some of the biggest
tech companies in the world.
"ACT is at the nexus of politics, public affairs, advertising,
and media, and sets our clients up to be the most informed
advertisers on the planet," said Tyler
Goldberg, North America
Director of Political Strategy at Assembly. "It's a competitive
advantage they can only get through Assembly."
ABOUT ASSEMBLY
Assembly is the modern global omnichannel media agency, bringing
data, talent, and technology together to find the change that fuels
growth for the best brands on the planet. Our approach connects
big, bold brand stories with integrated, global media capabilities
that deliver performance and drive large-scale business growth. Our
work is powered by our proprietary, in-house technology solution,
STAGE, and led by our global talent base of over 1,600 people
around the world. We're purpose-driven at our core and pioneers in
social and environmental impact in the agency world. Assembly is a
proud member of Stagwell, the challenger network built to transform
marketing. For more information, visit assemblyglobal.com.
Press Contact:
Jess Santini
jess.santini@assemblyglobal.com
View original content to download
multimedia:https://www.prnewswire.com/news-releases/assembly-expands-industry-leading-politics-and-advocacy-practice-with-the-launch-of-new-advocacy-consulting-technology-act-platform-301816348.html
SOURCE Stagwell Inc.