Whereas brands could once tightly control the messaging, says Greene, they now have to deal with several streams of commentary.
None of the Eatsa messaging says anything about the environment, and the company motto is "Better food, faster".
"Regulatory and competitive pressures have puched down the average consumer spend on voice and messaging," says Screen Digest analyst David MacQueen.
This is mainly a challenge of "messaging", says Mr Lozano, who tells voters that if they like state safety nets they must ensure they remain sustainable by electing fiscal conservatives.
'Anita took on the idea of what Greenpeace called "mind bombs", publicity stunts that were a visual representation of political messaging,' says John Elkington, who got Roddick to write the foreword to his million-selling Green Consumer Guide in 1988.
Identifying all the right local leaders in Monrovia, Freetown and Conakry in Guinea was key to effective messaging, says Justin Pendarvis, a public health adviser for USAid's disaster assistance response team, who worked across west Africa during the outbreak.
