January 25, 11am ET: Brand Safety Insights and Research Working Group
February 6, 10am ET: Brand Safety Strategy Guide Working Group
SAVE is a marketer-led Future of Brand Safety Council created to ensure safeguards for brands in all marketing environments. The Council will develop processes, programs, benchmarks, and measures to protect your brand’s reputation and marketing investment.
Have questions about SAVE? Email us at [email protected].
The MMA SAVE Brand Safety Agenda will initially focus on the following four guiding principles:
Comprised of senior-level marketers from leading brands, our newly-formed SAVE Brand Safety Working Groups are developing brand safety guidelines and best practices for the industry. To learn about or join the working groups, click here.
This Working Group is likely to develop a templated strategy document that can be used by marketers to write their own Brand Safety strategy. This group will decide what areas should be covered by a Brand Safety Strategy, standard definitions, what should be addressed in each area, and best practices for a brand to become a Brand Safety Ninja.
This Working Group involves working with Andrew Stephen, Associate Dean of Research and L'Oréal Professor of Marketing at University of Oxford, Said Business School, to define what marketers need to know about Brand Safety and the benchmarks and insights to guide individual company’s Brand Safety programs and decisions.
There are a number of directions this Working Group could go in, including, but not limited to, creating a map for all Brand Safety vendors and tools, developing an RFI for picking vendors in the various areas and identifying selection strategies.
The creation of SAVE aligns squarely with the MMA’s marketer-first mission with a focus on solving the biggest marketing problems brands face in this new mobile-driven era of dramatic changes in consumer behavior, technology innovations and marketplace disruptions.
SAVE is governed by:
A rise in brand safety issues signals a potential nightmare for marketers.
And if ignored, brands can face serious backlash to your reputation, your customer loyalty, your revenue, and eventually to your bottom line.