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Marketing Briefing: As corporate America fosters a closer relationship with Trump, marketing will remain neutral


President Trump’s second term will be different from his first. His relationships with the media, tech and marketing industries already seem to show that.

Before yesterday’s inauguration, people in the media and technology sectors appeared to signal to President Trump that they were ready and willing to work with him, taking a different tone since 2017 to have a closer relationship with the incoming president. Leaders of various companies congratulated Trump after he won the election, made statements that they were ready to work with him, and introduced policies that seem to benefit him in the future. Yesterday’s inauguration was even attended by some industry representatives.

Marketers, meanwhile, work in corporations that have he was more public and generous this time with his donations from the inaugural fund. For example, CEO and Chairman of Coca-Cola James Quigley supposedly gifted President Trump’s first “Commemorative Inaugural Diet Coke.” As President Trump’s second term gets under way, there appears to be a shift in how companies work with him and how they talk publicly about the job.

Corporate America trying to foster goodwill with the new administration is not surprising. There are a myriad of policies that President Trump and his incoming administration have proposed that could impact these companies and affect the way they do business—tariffs, privacy legislation, bans on pharmaceutical advertising, etc. That being the case, it makes sense that these companies would signal that they want to work more closely with the Trump administration.

“There are some issues with the incoming administration that they’re going to have to work with and work on,” said Jay Pattisall, vice president and principal agency analyst at Forrester, noting privacy at the state or federal level, AI regulation and potential changes. to the tax code on whether advertising can be written off as several issues the marketing industry would like to work closely with the Trump administration on. “There’s no shortage of problems for them to work on.”

Looking at these potential problems, it’s easy to see why some in corporate America are taking a different tone this time around. For example, “the last thing any of the tech companies want is huge tariffs on their partners in places like China, where they’re going to put tariffs on imports and that’s going to take the pass-through cost all the way down,” Nancy said. Hill, CEO of Media Sherpas. With such tariffs possibly on the horizon, it’s no surprise that tech companies would now want to get closer to the administration. Another example, Hill noted, is a ban on pharmaceutical ads, which could have a massive impact on the industry.

One agency CEO noted that “it seemed anecdotally that the brands were OK with working with Trump the first time, but they were just in the closet about it.” While he hasn’t personally heard from any specific brand about encouraging a deeper connection with Trump during his second term, “the consistent theme of the conversation is to make more money, and if there’s a way for Trump to make more money for them, I’m sure.” they will,” he said.

While corporate America appears to be more public this time around about its efforts to get closer to President Trump, the tone of the advertising and advertising world is likely to be much more administration-agnostic over the next four years. As Digiday previously reportedlately, CMOs seem to be getting more politicized, making public statements, boycotting ads, and the like to signal to people that their corporations are somehow a force for good. That is unlikely this time.

“The neutral approach, whether it’s agencies or brands, is a reflection of shifts and changes in public sentiment as well as the political climate,” Pattisall said.

3 Questions with Loren Castle, CEO and founder of snack brand Sweet Loren’s

Sweet Loren’s first partnership was with Mattel’s Barbie, a massive brand that has collaborated with so many brands on film. How did it come together?

What’s ironic about all of this is that I got in touch with the Mattel team and the people who run it had never heard of Sweet Loren’s. To me, that was a perfect example of why we needed a partnership. We feel like we have cookie dough Barbies and no one has heard of us. We are not as old as Mattel. We don’t have as much marketing money as Mattel. “Can we send you samples and see your reaction? Give it to your family.” We sent them samples and called the next week.

Barbie is a massive brand. How do you build on that for future partnerships?

The truth is that this is our first partnership. Since everything is small, we decided to go with the biggest brand we could find. As long as it continues at the rate I have no doubt it will, it will be part of our strategy. Our products are sold in supermarkets. There is a shopping season that lasts a long time. It’s not like I can just partner with another brand like Lululemon cookie dough tomorrow. You have to sell it in the supermarket. There is a calendar for when it will start. So these partnerships with our products sold in 35,000 supermarkets… we really have to think a year ahead and make sure the supermarkets are excited about it.

Brand partnerships are more difficult to measure in terms of ROI. How do you measure success and balance performance with brand storytelling?

We are very ROI driven. We have a DTC business, but our product is actually sold in supermarkets. We feel very confident when we base our budget on things that can be tracked.

If we choose to spend money on marketing and we don’t have millions upon millions of endless dollars, then it has to work really hard for the brand. There is an art and a science to it. We have a certain budget that we will set aside for this year. We’re going to have to do a lot of testing and learning to see where we’re getting ROI, and we’re going to create a part that might not be as measurable.

Maybe the Barbie thing that we can’t fully understand. Of course we can count the units sold, but there is probably another halo effect of bringing in new users, people who buy us multiple times a year, even if they already knew the brand. — Kimeko McCoy

By the numbers

With all the ways brands are trying to stand out in a crowded digital environment and reach consumers, text messaging and digital wallets can be a viable tool. new research from Vibesmobile engagement platform. See below for more details:

  • 86% of survey respondents said they were more likely to engage or redeem mobile offers sent to them via text than those sent via email or offers in a brand’s mobile app.
  • 4 out of 5 brand-preferring consumers text them at least once a week.
  • Over 55% of consumers also said they are more likely to engage with brands that offer a digital wallet option for coupons/deals and loyalty cards. — Kimeko McCoy

Quote of the week

“You still have areas where you can go viral … it’s just going to feel a little different.”

—Gary J. Nix, founder and chief strategic advisor at Brandarchy Reimagined, a marketing collective, when asked about life after TikTok for brands that relied on going viral on the platform.

What we discussed



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