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SXSW 2020

Ethical Newsjacking

Attaching yourself to the news of the minute is a sure way to get attention—but how do you make sure you stay true to your brand while doing it, and avoid the many pitfalls of a fast news cycle? Hear the team from Merriam-Webster, the internet’s favorite dictionary, talk about how they identified a thoroughly modern, authentic voice that was still in keeping with their storied history; how they leverage data to connect with trends in a way that’s rigorous and objective; and how adherence to strict creative constraints has helped them avoid missteps and realize earned, meaningful connections.

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  1. How to create an authentic voice rather than chasing trends
  2. How to extend your mission without jumping the shark
  3. The power of creative constraints



Lisa Schneider, Chief Digital Officer & Publisher, Merriam-Webster

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Level: Advanced
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