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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.
List of contents
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
About the author
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.
Summary
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.
