When white nationalists and counterprotesters clashed in Charlottesville, Virginia, this past weekend, Hyatt found itself in a bit of a bind. It was about to launch a monthlong branded-content partnership with The Atlantic that revolves around the themes of inclusion, understanding and the importance of coming together. With tensions running high, the hotel chain didn’t know whether to proceed with the partnership that took over a year to create — and definitely didn’t want to come off as opportunistic.
“The events of this weekend have shaken the country,” said Maryam Banikarim, global CMO of Hyatt. “We took pause over the weekend and on Monday to really decide whether we should stay the course or do something differently.”
Hyatt isn’t the only brand to hesitate when it comes to releasing work that could be judged as politically driven. In March, for instance, brands like YouTube, Microsoft, Chevrolet and CoverGirl began promoting Muslim
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