Does Inclusion Boost Marketing? See the Results
Get your copy of the our report, in partnership with the UK's leading marketing effectiveness organisation, Effie UK
Are campaigns with DEI built in more likely to win an Effie? And does this mean inclusive marketing is a driver for growth? Yes. In partnership with Effie UK, Creative Equals has released a compelling new report highlighting the critical role of diversity, equity, and inclusion (DEI) in marketing effectiveness. Analysing 2023 Effie UK finalists and winners, the report affirms inclusive marketing isn’t just ‘the right thing to do’; it is a key lever for growth.
For five ways on how to get this right, get your copy of the report now. Rachel Emms, Managing Director of Effie UK, says: ‘This analysis shows that there’s a clear win/win scenario for brands that deliver inclusion: it’s good for business and good for society. Inclusive marketing isn’t a duty, it’s an opportunity - we hope that this report inspires marketers to do more.’
The analyst team revealed 69% of Effie winners and finalists had DE&I embedded authentically built into the brand/campaign platform/proposition. DE&I played an explicit or implicit role in 22 out of 32 campaigns. More compellingly, 50% of campaigns had DE&I as a core part of the storytelling and narratives.
In fact, we made it into Campaign here.
Join us at the WFA Spotlight on tomorrow!
This year, as the strategic DE&I partner of the WFA, As 2024 comes to a close, we find ourselves at the intersection of reflection and anticipation. This year, the industry experienced shifts, fuelled by the climbdown on inclusion, innovations, a steadfastness on creative excellence, the resurgence of humor in brand messaging and much, much more.
Join us for a lookback session, to explore how brands and businesses responded to these shifts and what we can learn to guide us into 2025
Not a WFA member? Get in touch for your invite
Is this ad from Boots a 'woke' monstrosity?
According to ‘X’ commentators, this ad is just that. For our team at Creative Equals, it’s a masterclass in knowing your audience. Boots clearly knows its audience, as 86.3% of festive gifts are bought by women. We’re sending all the festive cheer to CMO Pete Markey and the #MakeMagic team.
In a sea of 2024's festive sameness in storytelling and content, this one stands out. Moreover, System 1 and its intended audience of women buyers rated it ‘exceptional’ - a bullseye for creative effectiveness, emotional response, and strong resonance. This ad, starring Netflix’s smash hit Bridgerton star, British actress Adjoa Andoh, celebrates the many women who make Christmas sparkle for everyone around them.
Why we need urgent ethics and regulation around AI
Mango's latest campaign, entirely AI-generated, has sparked controversy promoting unattainable beauty standards for young women - easy for AI. This highlights the importance of the 'do no harm' ethic, revealing the training data and inherent biases in AI models.
The lack of 'human in the loop' to ensure ethical standards on sign off is critical in a world of AI-generated stereotypes. While the Advertising Standards Authority hasn't regulated body images yet, they acknowledge emerging issues like AI's potential to perpetuate harmful body image ideals. This situation underscores the urgent need for training teams in stereotypes and bias as AI strategies are deployed - and we're here for that. Event coming soon for 2025...
Save the date: May,14 for RISE 2025
One day every year, we bring together the world’s top marketers to set the standard for progressive marketing
RISE is our global one day conference for marketers. We bring together best-in-class marketers, innovators, creatives and sustainability experts to show how to drive growth through inclusion and social impact throughout the marketing chain.
If you are you interested in building leadership capability within progressive marketing
with leaders who are at the cutting-edge of pushing for growth and progress within their organisations, this is the event for you. If you are interested in speaking or sponsoring this stellar, sell-out event, get in touch.