The Rise of Fakism

From fake news to hacking advertising, fakism can be a disruptive creative strategy advertisers can use to get more attention.

If they have become common currency these days after Donald Trump introduced the concept in last year’s presidential election, fake news and their variants — memes, hacks — are now getting adopted by the advertising industry. This is indeed a new way to get people attention, as some of this year’s Cannes Creativity festival winners testify. But this can also be used to brands’ disadvantage, as Dove recently experienced.

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