BPI Media
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BPI Media

(Some of) What We Think Will Trend, Happen, and Change Throughout 2020.

From the impact of social platform ad policies to the issues that will drive voters to the polls, BPI’s partners reflected at the beginning of the year on the trends, predictions, and conversations they think will define 2020.

“There are two major trends I see strategic communications and brand management heading towards this year. The first is that rapid response teams will beef up and adapt, not just to respond to statements from their opponents, but to detect and combat misinformation from third party actors — or undisclosed sources — as early as they can.

The second is that the Democratic nominee will help set the predicate that all major companies need to have a demonstrable social impact beyond shareholder value.” — Ben LaBolt, Partner

“2020 will be the year organizations realize “digital” staff are well positioned to run integrated campaigns. While this unfortunately began with Brad Parscale and the Trump campaign, it will trickle to brands and philanthropies as well.” — Andrew Bleeker, President and Founder

“ I think we’re going to see issue groups spend at an unprecedented level as they try to keep their conversations front and center in this whiplash news cycle surrounding the 2020 election. To prepare for this, organizations, campaigns, and agencies need to reserve ad space and plan for late money dramatically more than we ever have. While money doesn’t always trump a great message or a great campaign, that doesn’t mean it can’t throw them off course — so we have to be prepared.” — Paulette Aniskoff, Partner

“In a primary and general election dominated by personality, the most successful candidates will speak to the lived experiences of voters. For that reason, I see housing joining health care as a primary economic issue, especially as Democratic candidates try to energize younger voters who worry more about rent than drug costs. The share of Americans renting is near a 50 year high and rent inflation is far outpacing the income of renters.” — Danny Franklin, Partner

“Leadership in two spaces will continue emerging in the wake of the Trump presidency and the looming election — the work of brands and the leadership of states and localities. Brands are being seen more and more as actors and voices who can affect the public discourse in a real, tangible way. Companies are going to continue to wrestle with which moments to rise to and how to involve themselves in debates around gun safety, equal pay, discrimination and so much more. And the scrutiny around this only triples in an election year.

Secondly, the impediments to progress we’ve seen from the President and Republicans in Congress means we’re seeing cities and states step up. Cities, states, and counties are going to continue acting as policy labs for ideas, solutions, and assessing the tools that work. We’ll learn what works and what doesn’t because they’re leading the way.” — Scott Mulhauser, Partner and Public Affairs Lead

“While 2020 begins, there is no doubt the digital ad landscape has changed. As platforms force political advertisers to use broader targeting, it’s more important than ever to make every impression count. Managing frequency, buying viewable inventory, screening out bots is critical — and requires substantial investment in infrastructure, technology, and staff.” — Mike Schneider, Partner and Head of Labs

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