Ad copy testing—how strategies are evolving for today’s politically charged climate

In recent weeks, high-profile marketers such as Apple and Bumble have pulled ad campaigns that sparked public outcry and rampant criticism. Another brand, delivery service Gopuff, landed in hot water for a cheeky promotional campaign. Desperate for attention, brands are taking more creative risks than ever as they try to break through a cluttered advertising landscape. Yet experts say such efforts need to arrive backed by appropriate ad copy testing and research, particularly as the prospect of backlash becomes worse in an election year.