At Adweek, Patrick Coffee wrote “How Growing Brands Can Avoid Shea Moisture’s Mistake of Alienating Core Fans.” Um, is the doofus who works as the head poster at AgencySpy really qualified to counsel brands? After all, AgencySpy ultimately alienated its core fans by bringing Coffee on board. Regardless, the lengthy piece only offers two points worth noting:
1. Adweek revealed, “In an effort to increase its market share, the brand hired Droga5 as its creative agency of record.” While the White advertising agency had nothing to do with the Shea moisture video sparking online outrage, the hiring shows that the hair care company is culturally clueless and has clearly lost touch with its customer base.
2. Adweek wrote, “A spokesperson for VaynerMedia did not respond to a request for comment…” Okay, VaynerMedia is a White digital shop run by Gary Vaynerchuk, an alleged social media guru—which underscores how social media is anti-social to minorities.