When the first class of certified brand safety officers graduated from the Brand Safety Institute (BSI) in late May, the experts’ skills were quickly put to the test by a marketing landscape facing disruption from an ongoing pandemic and an eruption of racial justice protests following the killing of George Floyd while in police custody.
While there is little precedence for marketing during such crises, the environment the new graduates found themselves in wasn’t so unusual in that, over the past few years, marketers frequently have been required to adapt to changing consumer values as well as new technological opportunities and challenges.
