Brand safety isn't what it used to be if it ever really was. The internet is a controversial and precarious place and yet, brands know they need to show up and be present. The ever-present desire for attention, views, and engagement has brands abandoning brand safety for earned media and virality.
Jumping on a trending topic can gain significant attention, but timing is crucial. The sweet spot is in the middle, where the trend is recognizable but not yet saturated. Being best friends with your legal and comms teams is priceless as moments can age quickly.
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