Q&A: Richard Stengel Says CMOs Can Help Fight ISIS
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Richard Stengel, U.S. undersecretary for public diplomacy and public affairs, heads the State Department division charged with waging the communications fight against the extremist group ISIS, aka ISIL. The former Time magazine managing editor spoke with Ad Age about how he’s using the ad industry in this battle. Lightly edited excerpts follow.
Ad Age: Why have you reached out to Madison Avenue?
Richard Stengel: The battle against ISIL is primarily a military engagement, but we need to understand the idea of ISIL, the appeal of ISIL, to really defeat them, because the ultimate battle is not on the military battlefield, it’s in the information space. I approach it as a media problem, which is what I understand. Part of the outreach to the advertising and consumer-marketing world is we need to understand how to reach their audiences.
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