"The Drum has since learned that rival holding company Havas hired Stagwell as a subcontractor to conduct this work as part of a broader project it is doing for the Ministry of Foreign Affairs through the Israel Government Advertising Agency (also known as Lapam). The Drum understands Stagwell's Israel Messaging Research was a defined brief conducted on behalf of Havas and its involvement in this research work is now complete."
"But this isn't the only subcontract the French advertising giant has issued to Stagwell. Havas has wider ties to the Israeli Government Advertising Agency (Lapam). According to the Department of Justice's Foreign Agents Registration Act filings, Havas Media US began working with the Ministry of Tourism in 2018, developing various campaigns to promote Israel as a destination for US tourists."
Stagwell carried out Israel-focused messaging research that surveyed over 13,000 people across the US and Europe to assess public knowledge and attitudes. Recommendations aimed to improve international perceptions through emotional storytelling, messaging around terrorism and linking Islamic radicalism to the conflict. A planned third phase involved showing respondents videos with different messages to test which best shifted perceptions. Havas subcontracted Stagwell as part of a broader contract with the Ministry of Foreign Affairs via the Israel Government Advertising Agency (Lapam). The work generated criticism and coincided with cancellation of a Stagwell event.
Read at The Drum
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