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ARTCODES is Emily Chang, an award-winning web and interactive designer, consultant, and technology strategist.

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Brand USA

Sunday, March 16, 2003

By Naomi Klein, AlterNet
March 13, 2002

TORONTO - When the White House decided it was time to address the rising tides of anti-Americanism around the world, it didn’t look to a career diplomat for help. Instead, in keeping with the Bush administration’s philosophy that anything the public sector can do the private sector can do better, it hired one of Madison Avenue’s top brand managers.

As undersecretary of state for public diplomacy and public affairs, Charlotte Beers’ assignment was not to improve relations with other countries but rather to perform an overhaul of the U.S. image abroad. Beers had no previous State Department experience, but she had held the top job at both the J. Walter Thompson and Ogilvy & Mather ad agencies, and she has built brands for everything from dog food to power drills. 

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Posted by emily chang on 03.16.03
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