The Rise of Fakism

It should not be any wonder anymore for any marketer that advertising and creativity thrive on echoing real life trends to get people’s attention and engage. Thus it’s not a surprise to see so many of this year’s Cannes creativity winners embracing the concept of fake news in their own special way.

Yet ‘real’ or ‘pretend to be real’ fake news, aiming to make you believe they are true, are becoming legion – from Facebook shared article saying Pope Francis endorses Trump to allegations that actor Morgan Freeman was dead in October.

This new thought piece by Arnaud Debia investigates the rise of ‘fakism’ in advertising and how brands are using – and in some cases misusing – the concept for their own ends.

Media & Brand Communication