By Justin D Williams
Otakus & Geeks attended Advertising Week NYC 2018. Check out the full recap and some panels from our time there. Advertising Week I found to be very informative and was an eye opener on the world of marketing. All the big name brands were there such as Hulu, WWE, Microsoft just to name a view. I attended a few panels which can hear the entirely of it below. Also you can check out the official press release recap of other days below.
Day 1 Monday October 1st
What Brands Must do to Engage Today's Conscious Consumers
From undergoing a digital renaissance, to investing in new ways to successfully tell engaging stories, B2C brands are continuing to transform in a world of digitally savvy consumers. This panel will dive deep into how the likes of Loreal, COTY and more are evolving in order to align with conscious consumers who seek out authenticity, and how they – from legacy brands to the newcomers – are investing in innovative branded content technology that aligns with their audience’s beliefs and today’s consumption habits.
Playing With Money: What You Need to Know About Esports Sponsorships
As more and more non-endemic sponsors pour money into esports, brands are demanding similar metrics to their traditional sports sponsorships measurement. Brands want one consistent methodology that can be applied across their entire sponsorship portfolio to better evaluate their esports investments.
Marvel and the Power of Podcast Storytelling for Brands
In early 2018, Marvel further extended its storytelling universe when it launched its first-ever scripted podcast, Wolverine: The Long Night on Stitcher Premium. Through this unique collaboration, Marvel and Stitcher cultivated a new paradigm, both from a creative and business standpoint, for the burgeoning premium audio space.
Facebook’s VP of Global Marketing Solutions Carolyn Everson took the Advertising WeekNew York stage on Monday to directly address the recent and “very sophisticated” hack of more than 50 million accounts. In a conversation with Wall Street Journal's Media and Marketing Reporter, Lara O'Reilly, panelists highlighted the importance of transparency, accountability and action. Everson spoke about the “crisis of trust” many consumers and stakeholders face with Facebook. Topics ranged from the security breach on 9/28 and the recent departures of Instagram’s co-founders, to tensions between WhatsApp/Facebook and Facebook’s preparations for November’s midterm elections. Everson also discussed how the company has changed between now and the Cambridge Analytica data scandal.
Academy Award-winning actor Emma Stone joined Dr. Harold Koplewic from the Child Mind Institute took to discuss her experiences with anxiety that started at an early age. In a panel that felt more like an intimate therapy session for all to see and hear, Stone discussed the importance of being more open and honest with her anxiety. Using cognitive behavioral therapy techniques, she described how anxiety “is part of me but isn’t me.” Dr. Koplewic, who specializes in mental health issues with children, echoed that sentiment by saying how important it is to “make sure that a child knows they aren’t their anxiety disorder. If you feed it, it grows. If you starve it, it’ll go away.” Stone said it’s important to trust your instincts and guts. “Knowing what I wanted to do, which was to be an actor, helped me because it was the thing I loved the most.”
Marc Pritchard, Keith Cartwright and Collen DeCourcy
Marc Pritchard, Keith Cartwright and Colleen DeCourcy spoke openly and emotionally to close out the day about steps they’ve taken in their careers – through both their leadership roles and passion projects. Sharing examples like P&G’s “The Talk," Saturday Morning, and W+K’s recent work with Nike, Pritchard concluded that “what we do matters. And it matters more than ever, now”. Ultimately, they redefined brave work as work that doesn’t necessarily make you feel uncomfrtable, but does make you feel something.
Steve Madden took the stage at Advertising Week New York with a baseball hat and his candor to talk "Wolf of Wall Street," his disapproval of Trump’s trade stance and how he has been snubbed by the CFDA even though Anna Wintour's daughter loves Steve Madden shoes. In a panel session about brand-building and maintaining creativity as an entrepreneur, Madden discussed a myriad of social issues while professing his love for Barack Obama and Popeye's fried chicken. He noted sustainable fashion isn't a priority for him and the brand, while also touchIng upon topics like unfair incarceration for inner-city teens and African-Americans. Madden added that "he didn’t have the same problem" and "walked right out" with the additional note that “prison isn’t glamorous.” On cultivating an office environment in modern day, Madden said "times are not like Mad Men" with today and the #MeToo movement, but that healthy tension between men and women can make for positive creativity. Regarding his position in the fashion industry, Madden said "We have been known to knick a style from Balenciaga and Gucci, because I believe in shoes for the people." He said his design creation is analogous to a big stew: "When I make shoes, I stir the pot, get inspired, throw Gucci in the pot, stir it up and call it Steve Madden." Regarding his fame, Madden said "The Wolf of Wall Street" was "pretty accurate" and that his fame is more akin to that of a book author. He said the movie encouraged him to tell his side of the story. Steve Madden said he is a "household name like Johnny Carson" since everybody’s got Steve Madden shoes in their closet. “I like when people wear my shoes, I get a big kick out of that!”
Fernando Machado, Global CMO at Burger King
Global CMO of Burger King Fernando Machado took to the stage to discuss many award-winning campaigns that he and his team have developed over the years. Quoting the title of his panel: “Be afraid. Be very afraid. But do it.” He explained how marketers can take a page out of the Burger King marketing team’s book to create campaigns that will actually get buzz and resonate with consumers and media alike. As a young boy in Brazil, Machado remembers seeing and loving iconic Burger King commercials such as "Whopper Freakout," which is what prompted him to call Burger King four years ago and ask if they had any marketing roles open. As he put it, “When I arrived, the brand was not in the greatest state.” To prove this point, he showed a commercial the brand did in 2012 with Steven Tyler for their new Homestyle Chicken Strips – which shows Tyler causing mayhem at a Burger King store. Machado knew that he would have to push the envelope to create engaging and buzz-worthy campaigns. He advises marketers to understand their brand and create really short briefs – of which all marketing ideas should grow. For example, Burger King has three briefs: (1.) Let’s encourage people to be their way. (2.) Because fire is better. (3). Showcase Whooper love. These briefs inspired campaigns such as the April Fool’s Chocolate Whooper prank and the net neutrality social experience.
Day 2 Tuesday, October 2nd
Future of Audio Summit
NPR hosted The Future of Audio Summit this morning with six different sessions about the podcast industry, audio and music platforms, the rise of voice-activated devices and audio marketing. NPR C-suite executives were joined by the likes of IAB, Google Home, Google, Edison Research, Pandora Media, Stitcher, Capital One, VaynerMedia, Nielsen Audio, Neuro-Insight, Havas and American Express. Most interestingly, the panelists discussed how the way people listen to audio – both music and spoken audio alike – has drastically changed over even during the last few years. Obviously, podcasts are on the ride, with IAB’s EVP of Industry Initiatives Anna Bager sharing that IAB forecasts that the podcasting industry will grow 110% YOY until 2020. However, as Pandora’s VP Ad Innovation Strategy Claire Fanning said, music streaming is increasing because the ease of access for consumers - from mobile devices to smart devices. Google Home’s Head of Partner Marketing Julia Chen Davidson, reminded audience members that Google Home was only released two years ago, but has seen such incredible momentum. NPR and Edison Research discussed their spring 2018 smart audio report, which found that activated smart devices, like Google Home and Amazon Alexa, are bringing families together. NPR’s CMO Meg Goldthwaite CMO, shared how “We all remember the days of families gathering together around the radio. Smart speakers are bringing us back together. We close our laptops and look away from our screens, and listen to smart speakers rather than watch television.” Good news for marketers looking to utilize audio advertising in their marketing mix.
Transforming Miss America
The Miss America Organization is going through a time of transition. In a discussion centered around proving the organization's relevance in a post-#MeToo movement, CEO of Miss America Regina Hopper, Chief Creative Officer of Y&R New York Leslie Sims, Nia Franklin, and the newly crowned Miss America 2019 spoke with New York Times COO Meredith Kopit Levien. Sims said that, as a mother, she wanted Miss America to go in a positive and specific direction. She noted Miss America could be a great experience for young girls who age out of American Girl dolls and need positive role models. The biggest change to Miss America 2.0 was the elimination of the swimsuit competition, which garnered the organization criticism and praise alike. Of the positive and meaningful change, Hopper said the new message made it possible for girls to be comfortable in their own skin.
Creative Agency Leaders
All of the C-suite execs panelists at the “The Crowd Sings Back: The Best Ideas Shaping Culture Are Shaped by Culture,” session agreed marketers and creatives need to do MORE to impress and engage with consumers. As Facebook’s Chief Creative Officer Mark D'Arcy put it: “Our audience is making more than we are. They're writing. They're producing. The judgement of ads isn't by an audience anymore. It's by fellow creators." WIEDEN+KENNEDY’s President Colleen DeCourcy added that “[she doesn’t] believe that [their] job is too simply repost or share the voice of the audience anymore.” All of the panelists admitted that they have all fallen into a trend – such as an influencer trend – but warned that people should think bigger and look to the next thing. DROGA5’S Founder & Creative Chairman David Droga showcased the success of the Crocodile Dundee film stunt for Tourism Australia, including celebs such as Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth and Isla Fisher. See more here. He shared that the stunt, which launched before the Super Bowl this year, increased tourism in Australia by $6 billion. Additionally, all of the celebrities featured in the stunt (who were mostly Australians themselves), did the promotion at no cost because they felt like the marketing campaign was so authentic. As a fun fact, Gap’s CMO Craig Brommers told the audience that Gap started, and he believes started the trend, of casual Fridays in the 90s.
At the Foursquare stage, Alex Collmer Founder and CEO of VidMob, Dmitri Tchikatilov, Head of Worldwide Business Development for Advertising at Amazon Web Services, and Michael Menis, Senior Vice President, Global Marketing Services at IHG came together to discuss how AI is changing the way brands create ads. In the world of advertising, it all comes down to person to person contact. If you relate to an add, you may be driven to purchase. This connection is exactly what robots are not good at. Which is why companies like VidMob are working with Amazon Web Services to create AI that works because it helps humans unlock new data, optimize and process analytics. Machine learning is used to tag every frame and every element in a video. Making it easier and quicker to connect with your audience.
At Advertising Week New York on Tuesday, David Schwimmer joined a panel entitled “Power, Perception and Harassment” at the Girls’ Lounge with fellow panelists Sigal Avin, writer and director, and Shelley Zalis, CEO of The Female Quotient and Creator of The Girls’ Lounge. “When I started doing work for child and adult sexual harassment victims more than 20 years ago,” Schwimmer shared, “I quickly realized that this isn’t a women’s issue." Schwimmer then noted the vast majority of rapes are committed by men, based on statistics, and that it is a man’s issue. Schwimmer shared he is hopeful for the future because, in his more than a decade of work, he’s “met a lot of men who are really good people," adding that "there are a lot of good men out there.” “At some fraternities, the men have this romanticized idea that in frat culture ‘men are in the trenches together. 'Bros before hoes, to put it shortly.'" He explained that this is toxic because it doesn’t keep men accountable for making sure that everyone is safe in the fraternity environment – especially women. He encourages men, and frat members to, "be the guy that is a good positive bystander” and actually do something when a woman is put in an uncomfortable position at their frat house or anywhere. He added, for the business crowd at Advertising Week, that “this applies to the corporate world as well” and that everyone should “be a good ally to someone.” As a solution, Schwimmer suggested an anonymous call line for corporate folks to contact. Check out the short films Schwimmer and Avin developed together here, starring celebs such as Emmy Rossum, Cristela Alonso, Noah Emmerich, Cynthia Nixon, and Bobby Cannavale and find out more information here.
Diversity & Inclusion
In a panel about measuring diversity and inclusion business today, Twitter's Candi Castleberry Singleton, Publicis Groupe's Renetta McCann and Unilever's Mita Mallick sat alongside a few others to discuss the topic of supply and demand in the talent pipeline. Twitter's Singleton said hiring managers often hire people "we know" and that it doesn't often make the room "more diverse." The group also discussed the impact of the #MeToo movement, and how it has made diversity and inclusion efforts more challenging. Research showed that black and Latino women are less likely to appear in mid- to senior level positions.
The female-forward session explored unique communities cultivated by Bobbi Brown, SoulCycle's Melanie Whelan and Kate MacNevin, Global President of MRM//McCann. Talking about the importance of community in office and across consumers worldwide, Melanie spoke about SoulCycle's recent partnership with Apple Music and how she knew this was a must for a purpose-driven brand. On having a community that demands more brand experiences, she teased experiential rides with musical artists are coming soon to SoulCycle locations in New York City. When sharing advice with the crowd, Bobbi Brown expressed the importance of flexibility in the workplace and Whelan said she sends two thank you notes each night. The two also spoke about their flaws: Brown commented she doesn't have great attention to detail and Whelan shared that her past colleagues called her the "Chief Weed Officer" because she got into the nitty gritty.
She Can STEM
This panel recapped the recently launched "She Can STEM” campaign put together by the Advertising Council, in collaboration with General Electric, Google, IBM, Microsoft and Verizon. GE's Linda Boff, IBM's Ann Rubin, McCann's Sean Bryan and Microsoft's Kathleen Hall joined The Ad Council's Michelle Hillman in conversation to discuss the awareness campaign encouraging girls ages 11 to 15 to get involved in science, technology, engineering and math. They spoke about new programs across local New York City and how they are working with polytechic schools for "new collar" programs that give folks four years of high school and two years of associate-degree programs. The campaign centerpiece are videos in which the seven women discuss with girls (actresses with an interest in STEM subjects) what they do professionally and what the opportunities are. The professionals are also featured on the campaign’s website, SheCanStem.com, and in individual profiles on Instagram and in more traditional media.
Day 3 Wednesday, October 3rd
Will Smith spoke at Advertising Week New York with Adam Stewart, a VP at Google, about being authentic and fearless in the digital age. Smith, who recently started his own YouTube channel, stressed the importance of avoiding looking at “the numbers” and getting out of one’s comfort zone by saying “nothing is more valuable than your gut.” He continued with “anything that is great, anything you love or you think is amazing in your childhood, someone once said it wouldn’t work...Fear is so constricting. It even to your thinking. Confront fear to maintain creativity.” Smith kept the crowd constantly laughing by dancing to “Gettin’ Jiggy Wit It” and with his re-enactment of his epic heli-jump celebration of his 50th birthday. In response to being dared to jump, Smith said, “Oh, you want to challenge me, I’m from Philly son!" For the stunt, he purposely did not do any test jumps to create more authentic content. Smith also touched on his upcoming films being released next year, the live-action “Aladdin” film in which he plays the Genie character. Smith revealed that the film will be full of “singing, dancing, special effects, action, comedy.. it has everything”. He also teased Ang Lee’s “Gemini Man,” a film in which he plays a CIA assassin running from a 25-year-old clone of himself to kill.
Joanna Coles + Snap Inc.
In a panel about how millennials will control the largest share of disposable income, The Bold Type's Joanna Coles, Inkbox's Tyler Handley, Snap Inc.'s Imran Khan, Curology's Fabian Seelbach and Tom Montgomery, Co-Founder & CMO of Chubbies spoke about how millennials' credit card spending is outpacing the rest of the population. The group also discussed how by 2029, millennials will control the largest share of disposable income in the US. The brands took the stage to discuss how to react to customers during polarizing times. Inkbox recently released an "I Believe" tattoo in line with the Christine Blasey Ford and Chubbies spoke about the importance of inclusions and bringing levity to its customers to provide a relief from the work week and more. While in conversation about recent fails, Curology Founder Fabian Seelbach noted the brand came close to launching a campaign featuring an Asian-American actor with dreadlocks that may have been viewed as cultural appropriation. Luckily, and intern flagged the issue before it launched. Seelbach used this fail to highlight the importance of having a diverse and "woke" group of employees.
News on Mobile: Formats that Work
Snapchat VP of international business solutions, Claire Valoti, spoke with Peter Hamby of Good Luck America, and Savannah Sellers and Gadi Schwartz of NBC, about how people, mostly millennials and Gen Z, are obtaining news via mobile. The spoke about how it's false that these generations do not care about political issues, especially with their collective interest in gun control, environment, healthcare, and other issues, they just receive their news differently. For example, Stay Tuned had its higher viewership the day after the tragedy at Parkland - the team saw an increase from an average from 5 million views to around 11-12 million views. The group spoke about being successful on Snapchat, and how crucial it is to ensure the presentation looks native on the platform, all the while maintaining authenticity in a quick 20 - 30 second time frame. In the discussion, they also spoke about how communication and interaction with Snapchat is key, as the platform provides analytical data and what users want. Millennials and Gen Z are getting the news, they're just watching it differently, through platforms such as Snapchat on their mobiles.
After announcing her new venture of Katie Couric Media in May, Couric joined Horizon Media’s President, CEO, & Founder Bill Koenigsberg to discuss her next chapter. On Katie Couric Media: “The media landscape has changed so dramatically since I got into TV, but I never wanted to hang on for dear life [to the way things were].” She is currently trying to find talent – both men and women – to work with her at Katie Couric Media. “I’m excited to be the master of my own fate.” The first project announced this summer, will be a short-form online video series for theSkimm that will be sponsored by P&G. On the Gender Gap: She is looking to make a change in the gender gap with Katie Couric Media by giving women more opportunities to produce media content in front of and behind the camera. An idea that she become passionate about after the joining the advisory board of #SeeHer, an initiative the ANA launched in 2016 with the mission to achieve a 20% rise in accurate portrayals of women and girls in advertising and media by 2020. She shared the troubling statistic that “there are as many female CEOs as there are male CEOs named John in the United States.” On Millennials: She also said that “Millennials get a bad rap in some circles” but she is “inspired by the activism and grassroots efforts [from young people] across the county.” Couric was very clear about how she feels about the state of the country and called it “incredibly depressing” and “very upsetting.” On Matt Lauer: When asked about the sensitive topic of the allegations against Matt Lauer, she shared that “the rules have changed and it’s a very good thing that certain behaviors that received an eye roll or were tolerated before [are no longer tolerated] – “…the boys will be boys attitude is not permissible anymore.” She gave credit to the younger generations for standing up and making change. As she put it, “my daughters who are 22 and 27 have different attitudes about what is permissible [than older generations].”
Day 4 Thursday, October 4th
The Power of #BlackTwitter Voices in Hollywood
In conversation about #BlackTwitter and its impact on Hollywood, the discussion centered around the importance of reaching multi-cultural audiences outside of mainstream media, something that NBC's This Is Us has achieved. The female-forward panel featured VML's God-is Rivera, Nielsen's Cheryl Grace, Viacom's Jeanine Liburd and April Reign of Fractured Atlas, talked about the democratization of the digital sphere and how it is changing the way African Americans consume content, talk to brands, and create movements. From topics like #OscarsSoWhite, to talking about how the increased number of streaming providers are giving access to marginalized communities, the panelists emphasized the importance of intentional engagement and mindfulness when it comes to prioritizing diversity and inclusion in our country. Grace said, "Don't just dump a brown person into your spot" in regard to advertising and its consumer reach. The women also spoke about the creation of ads in the Board Room, saying "When advertisers hear 'diversity,' they think HR only. I'm not interested in doing things like Don Draper did. The market is changing y'all." April Reign added, "Black Twitter is not a monolith, just as black people are not a monolith. Physically, Omarosa and I might look like one another, but we are not the same person."
Brand America 2.0
Matt Scheckner spoke with Claudia Romo Edelman, of We are All Human foundation, and Bob Safion of Flux, regarding the direction of brands in America. They discussed how the Brand of America is currently murky, stating that we are at a pivotal moment where brands can have a purpose for something other than just money. Internationally, trust in governments, NGOs, and the media has dropped immensely, and the only institutions left standing are brands. Despite the fear of alienating an audience, now more than ever, it's crucial for brands to take a stand, especially because as Edelman said, "America is becoming browner, more feminine, and with a bigger heart." In the final session, Fox News Chief National Correspondent Ed Henry, CNN Anchor Christine Romans, Ad Age President and Publisher Josh Golden and NPR Chief Business Editor Pallavi Gogoi, debated Brand America and the media in the era of Trump. Famed New Yorker columnist Ken Auletta led the discussion, where he asked Henry if he had to “take a truth serum right now if he would say that Fox News is fair and balanced,” to which Henry responded, “absolutely” and that they are the “truth news.” Henry also defended Sean Hannity, saying that “Sean is [his] friend and [he] would back him one thousand percent.” Golden had an interesting take as Ad Age is a media publication covering the media and brands. He commented that if there was a CMO of America, he or she would have to really consider the success of their “company’s image” and hinted that it was not positive. All of the panelists agreed that media is a business, so it can be hard for publications and journalists to be completely unbiased because everyone is striving for successful engagement. They also agreed that the media is not “the enemy of the people.” Even Henry shared that saying that “media is the enemy of the American people is not something that makes sense. We're not the enemy of the American people. We’re trying to make sense and differentiate ourselves."
New York Times on the Biggest Business Story
During the Biggest Business Story panel hosted by the New York Times, business the tech reporters, all from the Times discussed the culture of fake news and how the amplification of social media has affected brands and consumers alike. In today's polarizing society, brands need to be cautious not to abuse their influence by pushing their agenda on consumers. However, they do need to find a balance because consumers often respond well to companies that take a stand. Social media is amplifying the consumer voice more than ever, however it is also creating an unsafe space for brands. CEOs are now going to bed not knowing if their brand will be the most hated company of Twitter the next morning. The panel then focused on brands such as Facebook, Uber, and Tesla - all companies who initially prided themselves on not utilizing advertisements. However, now Facebook and Uber are pushing hard on advertising and Financial Columnist Andrew Ross Sorkin expects Tesla to follow suit by default due to the nature of growth. Business Columnist Kevin Roose believes "Facebook is in a fight for their lives right now," especially internally. He claims "Zuckerburg accidentally built the new United Nations" and now needs to deal with a challenged product. The panelists are seeing a shift in Silicon Valley and poor retention rates for larger tech companies. Roose even joked that an Uber employee noticed that Uber was in trouble when people stopped "wearing their Uber hoodies." At the end of the panel, speakers discussed how celebrities and tech CEOs are influencing the media landscape. Celebrities are now able to control their own narrative (i.e. Anna Wintour allowing Beyonce to have all creative control over the September issue of Vogue) and how it's creating a bit of an existential crisis for media outlets.
Vice and Hulu talk GenZ
Learning how to deal with Generation Z will be communicators’ next problem, but it can also be their next solution. Two organizations that are already welcoming the challenge are Vice Media and Hulu. Vice CEO Nancy Dubuc and News Correspondent & Producer Isobel Yeung sat down with Hulu CMO Kelly Campbell for a discussion about how they’ve kept their brands relevant in a constantly evolving state of media. Vice, dubbed by many as a “millennial whisperer," is challenged with appealing to an even younger generation so they’ve started catering specific content to different platforms to match those media habits. Hulu pays special attention not just to where Gen Z is consuming content, but how and why they’re consuming it as well. Gen Z sees television, for example, not as a collection of channels and networks, but as a gallery of shows, according to Campbell. They’re less interested in newer content than older generations because they want to be able to watch a series from the pilot to the last episode of the last season, and they want to do it on their time. The most effective way to understand another generation is to listen and ask questions, according to Campbell. It’s because of this that it’s so important for marketers to get perspectives from audiences that are as multi-generational and diverse as the world we live in, according to Dubuc.
Wendy Brings the Sass
The "woke" Wendy's brand took the stage at Advertising Week New York on Thursday to discuss the consumer brand's role in cultural moments like NCAA football games and the Super Bowl, among others. Wendy's Kurt Kane weighed in alongside actor Josh Peck and Twitter's Nina Mishkin and Ketchum's Marcus Peterzell to speak to how the brand reinvented itself through the #NuggsForCarter campaign and Wendy’s mixtape phenomena. The panelists spoke about how there is a balance of using just the right amount of sass - not too much and not to little - to be successful. On his affiliation with the brand, Josh Peck said Wendy's is a natural fit. He detailed his trip to the fast food chain's mothership, noting his adoration for the food scientists and interest in exploring the field as a second calling. Kane continued to speak about the brand's consecutive quarters of consistent brand growth and how it's a testament to taking chances. Kane offered a risky anecdote when Nebraska lost to Michigan. "The people of Nebraska are mad at us since we laughed at them for losing to Michigan."
Gun Safety in America
The Gun Safety Alliance took to the stage to discuss their “End Family Fire” campaign, which is their solution to the “silent national crisis” of gun safety. Eight children a day die from guns inside the home. After the Las Vegas shooting in 2017, The GSA, Droga5, and The Ad Council decided to partner together to change behavior and culture. Their stance was not about taking away guns but rather a commonly agreed on position of saving lives with safe gun practices. Similarly to how the Ad Council established the phrase “designated driver” in the common vernacular, the panelists hope to get “family fire” to become a household name. The campaign strives to increase awareness on gun safety, let it be locking up your firearms in a biometric safe or creating more dialogue between parents about safe practices. David Droga of Droga5 hopes the campaign does not have a political partisan stance but rather discusses the issues of “logic and safety” that will benefit society as a whole.