Trust Builders: Lorraine Stewart
Meet Lorraine! a member of the IAE Trust Builders community.
Lorraine is the Founder and CEO of Stewart Marketing LLC and ROJEK Consulting Group, where she helps organizations navigate complexity in today’s marketing and advertising landscape. Through a values-driven approach, she supports leaders in clarifying ethical priorities, strengthening communication, and building long-term trust with stakeholders.
How has IAE's certifications impacted you, your career, and your approach to ethical advertising?
The IAE certification elevates how the ROJEK Consulting company I founded is trusted by marketing and advertising leaders who ask us to help them address the complexity they face today.
As an entrepreneur I developed proprietary systems and platforms that measure the core values most important and shared among stakeholders. The clarity in the communication of specific ethical values is critical to long term relationship success.
What was the most valuable lesson you learned from the certification(s)?
True leaders move beyond compliance to ethics and demonstrate the specific core values most important to the organizations they serve. Communication, behavior and actions are the indicators of commitment.
Why is ethics important for advertising?
The appropriate use of AI in advertising today focuses on augmenting the emotional impact of creativity to increase the personalization of some messages, boost efficiency and increase the effectiveness often defined with KPIs or return on investment.
What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?
When people overuse AI and do not focus on strategic decision-making, original content created and protection of the target audience, they take unacceptable risks.
Agreement to acceptable and defined standards between companies, agency partners and industry organizations sets the stage for knowing when to move forward and when to stop.
Can you share a time when you encountered an ethical dilemma? What were the outcomes?
All of the consulting work we complete is highly confidential. When asked to terminate a relationship between a company and an agency, we stay focused on what was the best outcome, with positive memories of the people for this work before the door is closed and everyone moves in a different direction. We also clarify why this decision was made and how the agency team is no longer needed. When asked "What should we do next?" We provide a point of view on how they can shift their attention to continuous improvement and growth in other relevant areas.
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