Shows how to consider, include and connect with a diverse range of audiences, to create wider inclusion of all types of customers and achieve competitive advantage as a result
Describes how to embed true inclusion and representation throughout the marketing process, from briefing, planning, production and launching campaigns
- Demonstrates how to support diversity in the teams we work with and voices we listen to and set KPIs which encourage and capture the value of inclusion
- Contains insights from senior marketing leaders and from major brands including Guinness, YouTube, Cadbury, Microsoft and Jim Beam
Written by an industry leader who is co-chair of the WFA's (World Federation of Advertisers) Diversity Task Force
Inclusive Marketing
Why Representation Matters to Your Customers and Your Brand
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.
Key features at a glance
EAN: 9781398607316
Edition: 1
Published:
Format: 233x157
264 pages
About the book
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.
About the authors
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.
Inclusive marketing is not only the right thing to do, it is also a business growth opportunity. Doing it well is a skill to be mastered, as it is full of nuances that most of us are not trained to see. This handy book provides not only thought-provoking concepts that will make you aware of your biases, but also a practical how-to guide grounded in insight and authenticity so you can truly make an impact.
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