More strategic approach
ACT was created to proactively guard public figures and brands against woke washing, greenwashing, rainbow washing and other types of performative advocacy. As companies dive deeper into social issues, ACT uses data to help clients take a more strategic approach to their corporate social responsibility efforts, identify what drives consumer trust and protect their brand reputation.
Using STAGE, Assembly’s performance operating system, ACT tracks cause or policy-forward advertising content, spend and performance across mediums to better inform buying and messaging strategy. It also identifies what percentage of advertising has favorable or unfavorable effects on brand reputation.
“It’s natural for clients and businesses to try to get to the solution as fast as they possibly can, and our point of view is you don’t race to the external solution before you have your internal house in order,” Acampora said. “It requires more data and an informed point of view in real time, which is what ACT does.”
