Stagwell, the US-based holding group that owns agencies including agencies Assembly, 72andSunny, Allison+Partners and Anomaly has come under scrutiny following reports of a major research and messaging program conducted for the Israeli government.
According to leaked documents first reported by Drop Site news website, the project involved research across more than 13,000 people and tested campaign messages designed to improve perceptions of Israel internationally. The recommendations included emotional storytelling, messaging around terrorism, and connecting Islamic radicalism to the conflict.
The presentation also recommended the “notion of radical Jihadism” being “universally effective” for conservative audiences. It said connecting radical Jihadism to a desire to dominate other religions was effective as communications means. The report also said that Mark Penn, chairman and chief executive of Stagwell, has long-standing links to Israel.
In a statement to MARKETING-INTERACTIVE, the holding group confirmed a small team had worked on the project, but stressed that each agency in the network operates with autonomy and that its portfolio spans clients “across the political and issue spectrum.” Still, the revelations have prompted strong reaction across the PR and advertising industry.
Strategy consultant Zoe Scaman called on talent within Stagwell-owned agencies to “walk away,” with her LinkedIn post attracting almost 1,000 likes and more than 140 reposts. A follow up post also read:
This industry has a problem with selective blindness.
“We’re brilliant at seeing every nuance of consumer behaviour, every shift in cultural sentiment, every emerging trend. But somehow we develop convenient myopia when it comes to examining our own moral architecture.”
Other agency leaders also voiced criticism, highlighting growing concerns about the role of communications firms in politically charged work.
Hellbound and Down 