Brand Safety – Brand Safety Officer

As AdWeek in March of 2018 wrote, it’s time to hire a Chief Brand Safety Officer.

Joshua Lowcock serves as Univeral McCann’s (UM) Global Brand Safety Officer (GBSO). Responsible for helping protect UM’s clients and brands from brand safety challenges faced across all media. Joshua also represents UM at the 4As (American Association of Advertising Agencies) as a cross-industry liaison on the Advertiser Protection Bureau (APB).

“Our clients and their customers have a right to expect advertising to only appear in brand safe environments.”

Joshua helped define the Advertiser Protection Bureau with the 4As as brand safety is an industry challenge. Brand safety doesn’t discriminate by advertiser, brand, platform or market. This is why a centralized and coordinated approach is needed.

“There is no competitive advantage in brand safety. It has to be a standard for the industry. We’re (UM) trying to get ahead of the curve and show some leadership and stewardship on how Brand Safety can be addressed.” – Joshua Lowcock, AdExchanger

Preventing your brand advertising from running on inappropriate content is just part of the challenge. Brand safety also requires taking proactive steps such as using defining your brand safety profile, using whitelists and blacklists, regular auditing of safety controls and holding all partners (agencies, technology, and media) accountable for delivering your advertising in brand safe environments. As a Brand Safety Officer, Joshua Lowcock can help navigate these complexities and define a process for helping to keep your brand safe.

Over the last few years, brand safety has now also expanded to include protecting your brand from bad actors. Just as hostile foreign powers distributed fake news during the Brexit and US Elections – we are now seeing bad actors looking to manipulate consumer perception of companies and brands. These new threats require more than “social listening”, it requires a different set of skills and partners, which a Brand Safety Officer can help you identify and navigate.

If you are serious about protecting your brands from being associated with inappropriate content then brand safety needs an executive mandate and oversight. If you would like to learn more about how a Brand Safety Officer like Joshua Lowcock and Universal McCann can help protect your brands, please contact us.

Media Coverage

The following articles provide details on Joshua Lowcock’s appointment as Brand Safety Officer.

Media Coverage: Brand Safety Officer/Advertiser Protection Bureau

Ad Week
April 10, 2018
In Industry First, UM Appoints Brand Safety Officer to Lead New Advertiser Protection Bureau

Fast Company
April 10, 2018
Amid Fake News And Data Leaks, Ad Industry Makes Brand Safety Official

AdExchanger
April 10, 2018
Agencies Team Up Under 4As To Launch Brand Safety Consortium

Business Insider
April 11, 2018
The internet is such a mess that brands are hiring executives to make sure their ads don’t end up next to objectionable content

DigiDay
April 11, 2018
The new most important role at agencies: Brand-safety officer

PR Week
April 10, 2018
Holding companies put competition aside to launch brand safety bureau

Media Coverage: Advertiser Protection Bureau (APB)

AdWeek
April 10, 2018
4A’s and Holding Companies Executives Form Advertiser Protection Bureau to Tackle Brand Safety

The Drum
April 10, 2018
4A’s clamps down on brand safety with the launch of Advertising Protection Bureau

Media Coverage: Appointment as Brand Safety Officer

Media Post
April 10, 2018
Lowcock Named UM Global Brand Safety Officer

Marketing Interactive
April 11, 2018
UM appoints Joshua Lowcock its first global brand safety officer

Exchange 4 Media
April 10, 2018
UM Appoints Joshua Lowcock As Its First Global Brand Safety Officer

Official UM Media Release: Joshua Lowcock Brand Safety Officer

UM Worldwide
April 10, 2018
UM Appoints Joshua Lowcock Its First Global Brand Safety Officer