ADMA faces calls for boycott for Trump “support”
The Association for Data-Driven Marketing & Advertising (ADMA) is the subject of social media backlash after announcing the data team leader of Trump’s election campaign as the keynote speaker at its upcoming conference.
The Facebook ad promoting ADMA’s upcoming Data Day
Matthew Oczkowski, also the head of product at Cambridge Analytica, is described by ADMA as a “product specialist who focuses on building tools and strategies that better connect people with their underlying behaviours and motivations”.
The speaker description also notes: “Matt’s team was responsible for creating real-time dashboards of data, which were used by the Trump campaign as it crafted advertising and focussed on the most contested states, especially in the final months”.
After a social media post promoting the event asked: “The man behind the data of President-Elect Trump’s campaign, Matthew Oczkowski, will be at Data Day 2017, will you?”, social media commentators pushed back on the association, questioning its promotion of the speaker when there are other, less controversial, alternatives.
Commenter Joshua Rowe, former creative director of M&C Saatchi and R/GA, answered ADMA’s question: “No and hopefully people will boycott the event in disgust. You’re marketing is clumsy and tone deaf” [sic].
Rowe also noted there are “many fascinating people working in this space”, negating the need for ADMA to choose someone “that supported a very divisive and hateful figure in gaining power”.
Others noted Trump’s questionable and controversial comments on women and Mexicans and the adverse affect the association between the new president and ADMA’s other conference supporters could have on brands.
“I do not see how the Commonwealth Bank, Telstra, Qantas or any of your other members could support giving a platform for such a message. Your choice to put this kind of bigot up on your stage is a rude slap in the face for your members. I too will not be attending your event and I hope nobody else does either,” said Derek Glass.
Speaking to Mumbrella about the backlash, ADMA’s CEO Jodie Sangster said the inclusion of Oczkowski in the event’s line up is in no way political and noted marketers could learn serious lessons from his achievements.
“This is not political at all,” she said, adding that Obama’s data team had spoken at a previous ADMA event.
“What was important for us was both the Brexit outcome and that Trump outcome were completely unexpected and there’s a huge amount to be learnt from that.”
ADMA CEO Jodie Sangster responded to the backlash saying there are lessons to be learnt from the success of the Trump and Brexit campaigns
Sangster said regardless of your position on Trump and Brexit, there are learnings from Oczkowski’s work, and marketers need to remove emotion from their education.
“Our job as an association is to give people the learnings. That’s why we’ve done it,” she said.
“I completely understand it’s an emotional subject matter, but we’re hoping people can get some insight into how on earth it got the result it did.
“I think unfortunately [the social media conversation] has gotten a bit emotional and quite personal.
“As marketers we should approach everything with an open mind. That’s our job. It’s not appropriate to launch a personal attack.”
Sangster said shutting down opposing views in a time of such division and diversity was unhelpful and “not going to be beneficial to anyone”.
ADMA has also noted the commenters’ concerns on Facebook and justified its inclusion of Oczkowski in the lineup, responding : “Thank you for your comments and we recognize your concern. Cambridge Analytica provided the data and analytics behind both the Trump and Brexit campaigns. We understand the result of these campaigns were both unforeseen and controversial. It’s for this reason we believe that the learnings should be widely shared so we all understand how such unexpected outcomes were achieved. With this knowledge, marketers and campaigners will be better equipped for the future.”
The association also noted that “no employee at ADMA can or will be swayed by political positioning” and said it held the concepts of education and free speech in “high regard”. In addition, ADMA contended “having Matthew Oczkowski speak at Data Day 2017 is by no means supporting Trump”, echoing Sangster’s sentiments and reminding social media users it also had the analytics team behind Obama’s campaign speak after his election win.
The event, which also features speakers from Qantas, Apple, ABC, Coles, Google and Coca-Cola, is in Sydney on April 3 and Melbourne on April 5.
Remove your personal feelings about the clients that Cambridge Analytica worked for, rather look at the amazing work they must have done to make such a ‘impossible’ result a reality. Anyone who boycotts this presentation because of Trump should not work in this industry as they have no desire to learn and grow by understanding the most advanced technologies and processes and can’t separate emotion from personal and professional development.
Sanger? She’s not a sandwich…
Hi Pedant,
Who knew the accidental exclusion of a simple ‘st’ could inadvertently transform someone from an association CEO into a measly sandwich? I was unaware of the power I was wielding.
I have corrected the error and hope Sangster can resume her post as a human rather than a lunch-time staple. Apologies.
Vivienne
Mumbrella
Looks like the vocal minority of keyboard warriors are at it again. Open your minds, you might learn something.
As for Russian hackers. What a goose….
Gotta love lefties. Always free speach until it’s something they don’t like.
I can’t beleive these people complaining are in advertising; surely their job is to provide a persuasive argument, rather than a puerile rant.
“Industry ostriches choose not to learn from clearly successful person because he’s been successful for someone they don’t like”.
It’s so primary school it’s hard to believe…
Sure, remove the politics. Remove the politics and Goebbels was probably one of the best marketers ever. His effectiveness in convincing a whole nation to ignore genocide and turn in their neighbours, friends and family members to be slaughtered must have made some impressive stats. Will ADMA also be doing a retrospective about him? Do they really think that having Trump’s marketing team lead their seminar will be a good thing to be remembered by in say, 5 years time?
Do you really want to learn from a modern day hitler – think about it.
Jodi take action the masses wont.
It beggars belief that precious little industry snowflakes are outraged by this. Cambridge Analytica were paid to market a product – does this sound familiar? We’ve all of us promoted the unpalatable in our careers, I’m quite sure.
The backstory to the campaign is fascinating and horrifying – all the more reason to learn from it and beat opportunist weasels at their own game in future.
Dear all,
Enjoy the best of both worlds.
Attend Sangster’s tribute to data education, learn how Trump and Brexit used data to control the system, and then BOO Oczkowski off the stage. Voice your displeasure at the man himself who now profits from his business with Trump, (including from ADMA’s membership coffers).
Agree.
Disagree.
Disagree.
Not sure.
Disagree.
Agree.
Disagree.
What proof do you have a modern day Hilter is speaking? Your faux outrage is laughable.
Yep, the fascist left is at it again
How offensive to the millions of Jews and other persecuted minorities who suffered at the hands of Hitler to compare Trump to him. You should be ashamed.
It’s become so easy for someone to attack another individual online. Cowardice sits so well behind a keyboard. And the exchanges in this article, are sadly examples of that behavior. It’s exceptionally disappointing in this case, because of how hypocritical the attackers are. These attackers aren’t interested in sharing their opinions and rationale. Rather they are intent on casting judgement on Mrs. Sangster, and indeed ADMA overall. They are engaging in precisely the kinds of behavior they apparently find so vile. It’s perfectly acceptable for individuals to be passionate about politics. Attacking a forum created to share information on emerging us of data, because you don’t like how someone else used data to advance competing political views, says much more about the attacker than it does about the practices of ADMA (Josh Bryer, Joshua Rowe, Derek Glass). I’m looking forward to this event and learning. And I’ll use that knowledge to advance my clients and our industry. Thank you very much!
Completely agree – those that brought you Brexit and Trump should be interesting if you want to stop it happening again. Or happening here.
Would be a fascinating session, despite the horrendous nature of Trumps approach.
This is a company that enabled the Trump campaign to spread malicious and false stories about Clinton throughout the campaign (the Pizza story) by promoting the story to lunatic voters on Facebook.
I am glad that ADMA has the presence of mind to bring such an interesting speaker in these fascinating times.
To those who hate free speech, you are the very architects of fascism.
If you had any sort of backbone, you would sign up and go to see what Matthew has to say…
@ jodi fan – really? can’t be that much of a fan if you can’t even get the name right. And by the way..exactly who is the modern day Hitler speaking at the ADMA conference?
100% support ADMA on this. At the very least the vocal opponents might consider Sun Tzu’s injunction to “know your enemy”. And, frankly, great to see discussion around something this important. Just because something offends you doesn’t put it beyond debate, and debate needs to involve hearing out both sides of the argument, no matter how unpalatable.
Liberal snowflakes (of which I am one) need to stop trying to ban things and stand by liberal values. Ridicule is a much more powerful weapon, not that it necessarily even applies here.
What fascinating comments from ‘The Professor’ what’s the matter, cat got your tongue?
The call to boycott is an example of political correctness going off the rails. After Obama won in 2008 and 2012, experts from his campaign were speaking at events across Australia. Not everyone agreed with Obama’s policies (including drone strikes and mass surveillance) but there was no call to boycott. With all the lunatic leftists running around, I would suggest that ADMA provide good security for the speaker and event.
Question: Would you rather have a speaker from Hillary’s campaign teach you how to lose?
When you give a forum to a member of the team (yes he batted for Trump, hired or not) of someone so hated by so many, instead of a neutral speaker with no clear political allegiances, you MAKE it personal.
Grow up and accept the backlash.
I predict half-empty auditoriums.
More anti-Trump rants from lefties…….yawn!
All I’ve got to say is thank God they didn’t invite Sam Kekovich to introduce Matthew Oczkowski up on to the stage!!!!!
you’re calling out names yourself, here in your comment.
ridiculous.
so let’s celebrate them, give them airtime, and buy them business class flights and wine and dine them – all in a very objective way of course.
fame whores.
quote of the day
Hire a bigger venue, and let Commies in for free to learn something.
Disagree
you’re communist if you don’t agree with fascism?
you need to brush up on your terms, luddite.
(look that one up, too)
there’s no DNA ‘proof’ if that’s what you mean, that he is *actually* Hitler, or any official records of a reincarnation.
but there are many professional opinions on the similarities.
here’s just one:
http://www.rawstory.com/2016/1.....a-tactics/
Oh, an offended bourgeoise prole. Soy decaf too weak this morning? Prius not charging properly. Earth Hour not quite what it was? Aren’t you quite the modern day Luddite, challenging freedom of speech….
(And it’s a proper noun.)
Fascism has begun. Make no Mistake #MuslimBan is just the start. Trump is using Islam as a tool to recruit fanatical supporters who will defend him and they are already attacking anyone who criticizes him online. It will be a lot easier to stop this now than even in 12 months time.
A Donald Made Asshat
not challenging free speech, challenging inept and ignorant political labelling
This comment has been moderated in accordance with Mumbrella’s comment moderation policy
This comment holds zero value or opinion.
It’s about marketing, media & communications not your personal opinion on a foreign president. Please save the righteous indignation.
Who cares if you disagree? You have nothing to say. Go away
Planning on contributing the conversation or will you keep mindlessly posting?
I don’t think you know what they do.
Analytica use predictive data science and behavioural modelling to build profile insights and then build realtime dashboards and dynamically optimise ads to personality types.
It’s different to writing fake news.
And besides did that pizza story ever really get debunked? Felt like it got shut down. Lots of activity still happening off press https://voat.co/v/pizzagate/1497611
ADMA inviting Oczkowski is like say, the Police Federation inviting Rodrigo Duterte to share his insights on the war on drugs. Is it legal? Yes. Does it work? Yes. Has unspeakable evil been unleashed in the process. Yes.
I commented in this regard on Campaign Brief, who refused to post it…
Yes it’s an interesting case study, but when you look at the history of the man and the work he has done, I have absolutely no desire whatsoever to give him a platform, let alone a paid one. In the same way that I have no interest in creative award given to cigarette brands.
…and the horse he rode in on.
That is patently, literally, explicitly untrue. Sure s/he’s light with detail, but an opinion has been expressed.
I like The Professor’s approach. S/he has given a vote, without all the wanky ideological grandstanding and desperation to WIN THE ARGUMENT of other posters.
To quote The Professor, if I may be so bold: Disagree.
!!!!CLICHÉ WARNING!!!!!
Code violation: cliché (fascist lefties).
Objection Your Honour: cliché (snowflakes)
@well well.
No you didn’t. I did a search and that comment did not come through.
If you try again it will be published.
100% agree – would love to hear about the strategy behind the Trump campaign. Despicable as I think Trump is…
The speaker has applied our science in a unique and successful way. That is what I want/need to learn about! Those with TDS are welcome to their ideologies, which are not part of this forum.
The speaker took a new-to-market product with a $600mm marketing budget against a well-established product with a $1,200mm marketing budget and won the contest according to the rules by 306 to 232 votes from the judges using innovative Big Data. That is a technique that I would like to learn!
Hilarious how the politically ignorant believe they are politically knowledgeable and then give away all the social conditioning they have absorbed over the years in one, dumb comment.