Inclusive Marketing

Why Representation Matters to Your Customers and Your Brand

Inclusive Marketing
Jerry Daykin
RRP:
NZ$ 77.99
Our Price:
NZ$ 74.09
Paperback
h234 x 156mm - 264pg
3 Oct 2022 UK
International import eta 10-19 days
9781398607316
Out Of Stock
Currently no stock in-store, stock is sourced to your order
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.
"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. " * Taide Guajardo, Chief Brand Officer Europe, P&G * "Daykin' s thorough and practical approach makes this an invaluable read for any marketer or business looking to make strides on inclusive marketing as well as deliver business growth. A mix of expert insight, simple frameworks and inspiring case studies ensures that this book brings the topic to life vividly, and with real applicability. " * Grainne Wafer, Global Director of Guinness, Smirnoff & Baileys, Diageo * "In Inclusive Marketing, Jerry offers a mix of inspiration and very practical advice on how to deliver more inclusive, and simply better and more effective marketing. A fresh and deeply uplifting vision that inspires marketers to embrace one of the defining challenges of our society. A must-read. " * Stephan Loerke, CEO, World Federation of Advertisers * "In marketing, the notion of ' inclusion' is too often an obvious bolt-on. Jerry Daykin provides a practical framework and a wealth of real-world experiences to show how to make representation and inclusion an authentic and effective part of every marketing communications programme. " * Helen Edwards, Adjunct Associate Professor, Marketing at London Business School, and Brand Columnist * "This book is an important and timely addition to the essential marketing guidebooks that have nudged the profession in the right direction. While ' inclusive marketing is a much banded term, Jerry' s book demonstrates the ' how to do it well' part, with great clarity and direction. The book is an insightful read with many perspectives, and you will highlight, bookmark and return to its succinct and helpful summaries until the process becomes second nature. Don' t just buy the book for yourself, buy a copy for a colleague, client or business partner, as the answers for truly inclusive marketing are all here. " * Dino Myers-Lamptey, Founder at The Barbershop * "If you work in marketing/advertising and you' re on the DE&I journey within your organisation, whether that' s struggling to know where to start or wanting to do more, this book breaks down the processes within your marketing cycle where you can make mindful changes to be more inclusive. An inspirational must read for all marketers, carefully written and curated by Jerry Daykin, a marketer who has always actively championed inclusion and representation in every role he has worked. " * Vidad & Bobi Carley, Inclusion Co-Leads, ISBA * "Advertising that represents society in all its diversity and that heightens the situation of marginal groups in societies can have a powerful effect on the promotion and protection of the rights of vulnerable and subjugated people. In this excellent book, Jerry Daykin makes an accessible and principled case for how to build diversity and inclusion into marketing. " * Pia Oberoi, Senior Advisor on Migration and Human Rights, United Nations * "For all marketers, inclusion is no longer a question of if we should consider it but HOW we should. This book will do more than help you, it' s the perfect guide to all the questions you should ask yourself about Inclusive Marketing. " * Delphine Malvy, Senior Director Global Family Marketing, McDonalds * ""I see you, I see the whole of you", Is perhaps my favourite language that sums up perfectly what to expect in this book. It offers is the perfect education, framework and advice for any marketer serious about inclusion. And Jerry is right, the time for change is now. This is definitely a book you need to read more than once to take in all the goodness written in its pages. " * Karen Nelson Field, Author and Founder at Amplified Intelligence *
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.
Status: No local stock, title imported to order
ISBN-13: 9781398607316
Published: 3 Oct 2022
Published In: United Kingdom
Imprint: Kogan Page
Publisher: Kogan Page
Format: Paperback
Height: 234mm
Width: 156mm
Pages: 264

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