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(upbeat music)

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- Netflix hires a big marketing name

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for its marquee and Facebook execs

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fail to impress civil rights leaders.

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I'm Jeff Beef and this is "Fast Company's"

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Brand Hit & Miss Of The Week.

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See, last week Facebook was a huge miss

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due to its complete lack of response

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to the parade of major
advertisers and brands

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pulling their advertising
for at least the month

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of July due the sheer
amount of hate speech

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on the platform.

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This week, Mark Zuckerberg,
Sheryl Sandberg,

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and other Facebook execs sat down

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with the civil rights leaders behind

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the Stop Hate for Profit campaign,

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leading the advertising boycott.

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Stop Hate for Profit
leaders issued a statement

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that said, "It was abundantly
clear in our meeting

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today that Mark Zuckerberg
and the Facebook team

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is not yet ready to
address the vitriolic hate

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on their platform.

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Zuckerberg offered the same old defense

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of white supremacist,
anti-Semitic, Islamophobic,

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and other hateful groups on Facebook

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that the Stop Hate for Profit coalitions,

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advertisers, and society at large

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have for too many times before.

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With the stroke of a pen,
you can make Facebook better

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for your users, your
advertisers, and society.

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We hope that you continue
thinking about the consequences

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of what you have wrought and come back

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to the table soon with real change."

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Then, Wednesday morning,
the results of a two year

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independent civil rights audit of Facebook

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which Sheryl Sandberg
had touted the day before

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as an example of progress was released.

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Auditors wrote that the
company has made some progress,

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but that is "Obscured by
the vexing and heartbreaking

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decisions that Facebook has
made that represent significant

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setbacks for civil rights."

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And that's how you spell
brand miss of the week.

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This week's brand hit is Netflix.

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Last week, the company
announced it had hired

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Bozoma Saint John as its
newest chief marketing officer.

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Saint John is a larger
than life executive,

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one of the few in the
industry who's almost

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a brand name themselves.

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She first garnered notice
in marketing circles

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for her work as Pepsi's head of music

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and entertainment marketing,

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where she landed a $50
million deal with Beyonce.

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Next, she was at Beats by Dre,

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which soon became Apple
Music where Saint John

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became the head of
global consumer marketing

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at Apple Music and iTunes.

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For the last few years, Saint
John has been at companies

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that either have a high
cultural profile for all

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the wrong reasons or for
business more behind the scenes

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for other major consumer brands.

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In 2019, Netflix spent upwards
of $2.65 billion on marketing

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and yet, it's still a
company known for marketing

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individual shows and movies over itself.

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Getting Saint John back
behind the marketing wheel

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of a major brand not drenched in scandal,

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especially one with such a
cultural footprint of Netflix

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will be fascinating to watch.

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Last year, Warner Media
Entertainment chairman

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Robert Greenblatt said
"Netflix doesn't have a brand.

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It's just a place you go to get anything.

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It's like Encyclopedia Britannica."

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Now, it's Saint John's
opportunity to take Netflix's

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encyclopedic library and
create some brand emotion

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to go along with it.

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That's it for this week.

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Let us know your picks.

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(gentle waves crashing)
(birds chirping)