Thank you for sharing!

Your article was successfully shared with the contacts you provided.
J ust weeks after Sept. 11, the Bush administration unleashed a novel weapon in the war against terrorism. Charlotte Beers, a prominent figure on Madison Avenue, was appointed undersecretary of state for public diplomacy and public affairs. Beers had served as chairman of J. Walter Thompson and Ogilvy & Mather, and was famous for her handling of the IBM and Uncle Ben’s Rice accounts. These were just the skills her boss, Secretary of State Colin Powell, was looking for. Shortly after taking office, Powell had told Congress that he was committed to “really branding foreign policy, branding the department, marketing the department, [and] marketing American values to the world.”

Beers, before she stopped giving interviews, explained: “This is a war about a way of life and fundamental beliefs in values we did not expect to ever have to explain and defend — such as freedom and tolerance.” She described her task as having to market the American way of life “for audiences who are, at best, cynical.”

This content has been archived. It is available through our partners, LexisNexis® and Bloomberg Law.

To view this content, please continue to their sites.

Not a Lexis Advance® Subscriber?
Subscribe Now

Not a Bloomberg Law Subscriber?
Subscribe Now

Why am I seeing this?

LexisNexis® and Bloomberg Law are third party online distributors of the broad collection of current and archived versions of ALM's legal news publications. LexisNexis® and Bloomberg Law customers are able to access and use ALM's content, including content from the National Law Journal, The American Lawyer, Legaltech News, The New York Law Journal, and Corporate Counsel, as well as other sources of legal information.

For questions call 1-877-256-2472 or contact us at [email protected]


ALM Legal Publication Newsletters

Sign Up Today and Never Miss Another Story.

As part of your digital membership, you can sign up for an unlimited number of a wide range of complimentary newsletters. Visit your My Account page to make your selections. Get the timely legal news and critical analysis you cannot afford to miss. Tailored just for you. In your inbox. Every day.

Copyright © 2021 ALM Media Properties, LLC. All Rights Reserved.