The boss of a US marketing agency has issued a lengthy apology for using an image of a journalist executed by Islamic State in a client’s social media campaign.
Valor Media CEO Michael Valor took to Twitter this week to address a tweet the agency posted on behalf of client Z-Burger, which included a photo of a hamburger and of American journalist James Foley just before he was executed by Islamic State in 2014.
It’s understood that the tweet was removed within an hour of being posted, and Valor issued a lengthy three-part video apology on social media.
Part 1 : Valor Media Apology #DC #Washingtonian #news @washingtonian @willsommer pic.twitter.com/ipU5yETLF8
— Michael Valor (@ValorCorp) July 23, 2018
Part 2: Valor Media Apology : @washingtonian @willsommer pic.twitter.com/8pvYWK1j6b
— Michael Valor (@ValorCorp) July 23, 2018
Final : Valor Media Apology @washingtonian @willsommer hope this helps shed some light . pic.twitter.com/3xr3vJbOZY
— Michael Valor (@ValorCorp) July 23, 2018
Valor noted in a follow-up tweet that he has also talked to Foley’s mother about the blunder, and that the agency will be sponsoring James W. Foley Legacy Foundation.
Had an open-hearted conversation with James Foley’s mother, and Valor Media will be sponsoring the @JamesFoleyFund for future events to do our part in spreading the word about a topic that deserves more attention.
— Michael Valor (@ValorCorp) July 25, 2018
However, Valor’s words weren’t enough for Z-Burger owner Peter Tabibian, who issued a statement saying it had terminated its relationship with Valor Media.
Tabibian also apologised profusely to customers, admitting that he failed to properly supervise the tweets that Valor Media had created for Z-Burger.
— zburger (@zburger) July 26, 2018
Valor issued another video this morning in which he further repented his sins and highlighted the importance of internet responsibility.
Good afternoon America. https://t.co/EpIt1aVt5n (choose “general donations” when making contributions) pic.twitter.com/WdyJ9B3m52
— Michael Valor (@ValorCorp) July 26, 2018
