Inclusive Marketing

Why Representation Matters to Your Customers and Your Brand
1. Auflage 2022
ISBN: 978-1-3986-0731-6
Verlag: Kogan Page

Buch, Englisch, 264 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 604 g

Grow your brand and reach new consumers by creating more impactful and effective marketing that meaningfully reflects and appeals to a diverse customer profile and marketplace. The job of marketing is to understand, respond to and connect with consumers. Perhaps more so than any other sector it's essential that it fully embraces the diversity and nuances of society. Inclusive Marketing provides a practical blueprint to embedding true representation across the entire marketing process, from initial insights and briefs to the production process and channels used to launch campaigns. Doing so will not only help drive wider inclusion and positively challenge stereotypes in society but also create competitive advantage and connect you with new customers. Inclusive Marketing combines clear actionable guidance with checklists, key questions and practical and personal insights from senior marketing leaders including Professor Mark Ritson and Sarah Jenkins, the MD of Saatchi & Saatchi. With a foreword by Nicola Mendelsohn (VP at Meta), it also contains examples and perspectives from iconic brands including Guinness, YouTube, Cadbury, Microsoft and Jim Beam. This is an essential resource for those working on both agency and client sides in companies of all sizes looking to unlock the power of inclusion in marketing.

Autoren/Hrsg.

Daykin, Jerry

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • Chapter - 00: Intoduction - Representation Matters;
  • Chapter - 01: What we mean by inclusive marketing & representation;
  • Chapter - 02: Why representation matters to me & other marketers;
  • Chapter - 03: Why representation matters to business and society;
  • Chapter - 04: A framework to deliver inclusive marketing;
• Section - ONE: Stage One - Inclusive briefing & strategy;
• • Chapter - 05: Business & brand strategy;
  • Chapter - 06: Using strategic insights and data;
  • Chapter - 07: Marketing & creative briefs;
• Section - TWO: Stage Two - Inclusive Planning;
• • Chapter - 08: Partner & team selection;
  • Chapter - 09: Creative development & product design;
  • Chapter - 10: Consumer testing;
• Section - THREE: Stage Three - Inclusive Production;
• • Chapter - 11: Production;
  • Chapter - 12: Post-production;
  • Chapter - 13: Localisation;
• Section - FOUR: Stage Four - Inclusive Launches;
• • Chapter - 14: Media & 360 Activation;
  • Chapter - 15: Launch & consumer response;
  • Chapter - 16: Measuring Success;
• Section - FIVE: Conclusion - How to Drive Change;
• • Chapter - 17: Case Study - Driving Change at GSK/Haleon;
  • Chapter - 18: Partnering to Help Drive Change;
  • Chapter - 19: The future of inclusion;
  • Chapter - 20: Checklist Appendix

Über Autor(innen)

Daykin, Jerry
Jerry Daykin is a global marketing leader who has held senior roles at brands including Beam Suntory, GSK Consumer Healthcare, Diageo and Mondelez. Based in London, UK, he is a WFA (World Federation of Advertisers) Diversity Ambassador and co-chair of its Diversity Task Force, where he created its framework for representation and inclusion. He also sits on the diversity and inclusion boards at the Advertising Association and ISBA, as well as on boards at the Conscious Advertising Network and Outvertising. A regular conference speaker, he has written for The Drum, AdWeek, Campaign, Marketing Week and The Guardian.

Jerry Daykin is a global marketing leader who has held senior roles at brands including Beam Suntory, GSK Consumer Healthcare, Diageo and Mondelez. Based in London, UK, he is a WFA (World Federation of Advertisers) Diversity Ambassador and co-chair of its Diversity Task Force, where he created its framework for representation and inclusion. He also sits on the diversity and inclusion boards at the Advertising Association and ISBA, as well as on boards at the Conscious Advertising Network and Outvertising. A regular conference speaker, he has written for The Drum, AdWeek, Campaign, Marketing WeekandThe Guardian.