Incorporate representation and inclusivity into every stage of the marketing process, to create meaningful marketing initiatives that truly connect with customers and reflect your brand's values.
Incorporate representation and inclusivity into every stage of the marketing process, to create meaningful marketing initiatives that truly connect with customers and reflect your brand's values.
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.
Inhaltsangabe
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
