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Welcome to the 'educators' edition. We continue to celebrate WIM Global 2020 awardees with a focus on The Marketing Scientist awardees in our featured interviews. Our spotlight podcast interview features a WIM Global 2020 Independent Consultant awardee. We also bring you global partnership news from Africa, and special complimentary tickets for the WIM community brand marketers from DMWF.
We have been 'quietly' working behind the scenes on the launch of WIM Global Awards 2021. Thank you to our latest sponsors I crossing UK - we value your vision and support. More news to be revealed in our next edition...

In this issue...

We hear from awardees of the very first WiM Marketing Scientist of the Year Award:  Listen to...
  • The Whole Marketer Podcast on the topic of creative brand strategy - the basis and stimulation for great creative output from agencies
From WiM Africa... Plus Partner News...
Stay hopeful everyone,

Ade
Founder & CEO

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FEATURE: Dr. Eva Kipnis on the Multicultural Marketplace Network

For this issue we spoke to Dr Eva Kipnis of Sheffield University, Winner of the very first WiM The Marketing Scientist Award, about the Multicultural Marketplaces network.
 
WiM: Congratulations to you and your global colleagues in being the Winner of our inaugural Marketing Scientist award what was the thinking and rationale behind the creation of the  Multicultural Marketplaces network?
EK: The Multicultural Marketplaces network first formed organically as we identified synergies between our individual research, which examines different dimensions of cultural diversity of consumers and how they all converge, intersect and diverge in the shared spaces (retail environments, media platforms) and representations (advertising, PR) of the contemporary markets. Our purpose is to provide an integrated, multidimensional view on how multiple cultural meanings created, conveyed and experienced through marketing activities impact and facilitate people’s knowledge of and attitudes to cultural diversity and wellbeing in multicultural societies.
 
WiM: Can you share latest trends?
 
EK: Inclusivity is rapidly growing in importance for marketing, as it reached the top ten global consumer demand trends. Although several initiatives have launched, latest research by our network identifies that efforts to embed inclusivity principles across marketing discipline (research, education, practice) need more integration and evidence-based tools and open knowledge resources. Our network is launching Diversity and Inclusion Engaged Marketing (DIEM) Initiative – a science-education-practice networking and knowledge sharing online platform, to facilitate and support this integration. The platform (multicultural-marketplaces.net) will launch in September 2021, inviting contributions from marketing researchers, educators, practitioners and policy makers. 
WiM: The global pandemic has been challenging for all. In alignment with the WIM Global theme, Hope, Humanity, Healing -we are asking our featured  guest to choose one of the theme's i.e either Hope or Humanity or Healing and why/what it means to you
EK: These themes are interrelated and equally important, but humanity resonates most with the ethos of our network. Humanity is required as a foundation for making hope and healing accessible to all. As post-pandemic recovery begins, it is important to remember the harmful impacts of discrimination the pandemic so painfully exposed. The unbalanced pressures of childcare and home schooling experienced by women and inequitable access to vaccines are some of the many examples of current inequalities the pandemic magnified. I hope that taking the humanity perspective on recovery will help to go beyond the pre-pandemic status quo and rebuild better futures globally. Marketing has a unique role to play here, if considering impacts beyond target segments and listening to voices of all consumers.

FEATURE: Professor Natasha Radclyffe-Thomas, British School of Fashion

We're delighted to speak with Professor Natasha Radclyffe-Thomas, Professor of Marketing and Sustainable Business at the British School of Fashion, GCU London, and Highly Commended for The Marketing Scientist Award.

WiM: Congratulations on being highly commended in The Marketing Scientist category. As an innovator in fashion and sustainability can you share what role education plays in impacting the next generation of Fashion marketers?

NRT: Thank you, it is a great honour! I believe in authenticity, living your values and bringing your whole self to your work.
I started teaching part-time as an industry expert many years ago and discovered a deep passion for education, becoming a full-time academic and studying for my Doctorate in Education. It's such a privilege to work with the next generation of fashion marketers and I take my responsibilities very seriously. I believe in research-informed teaching so students, who will become the next generation of fashion marketers, understand the dynamic context within which marketing operates and through their educational experiences can engage with the hot topics, opportunities and challenges of the global business that is fashion.
WiM: We like to highlight the intersectionality of marketing, what do you think non-fashion industry marketers can learn from fashion especially pertaining to sustainability?
 
NRT: I've always been interested in opening gates, letting people in and demystifying complex topics. As an industry fashion had many years when it was viewed as a creative and extremely attractive sector. More recently, with headlines about the social and environmental injustices and impacts associated with such a global industry, fashion marketers have had to upskill themselves to be able to respond creatively to the host of interlinked issues that the sustainability agenda has raised. Non-fashion industry marketers can look to the inspiring work of fashion marketers to reject greenwashing and to reimagine not just marketing communications, but to focus on online and physical customer experience, driving transparency and innovations such as circularity in products, processes and even business models.
WiM: The global pandemic has been challenging for all. In alignment with the WIM Global theme, Hope, Humanity, Healing -we are asking our featured guest to choose one of the themes and tell us what it means to you.
 
NRT: I’m an extremely optimistic person, both personally and professionally, so I choose hope. I’ve spent my academic career working internationally nurturing young people to become not only marketing professionals, but their best selves, and to embody the attributes and qualities of creativity, global citizenship, intercultural understanding and collaboration. It’s an inspiring time seeing the fashion and luxury industries moving towards a more positive and sustainable future.

FEATURE: The Whole Marketer Podcast

Abigail Dixon, Founder of Labyrinth, a strategic marketing and capability consultancy, shares with us an episode of her podcast, The Whole Marketer.

Abigail was a WiM Awards 2020 Judge and 2019 Awardee. In this podcast, she interviews Caroline Asmussen who is the Winner of the WIM Awards Global 2020 Independent Consultant category about creative brand strategy - the basis and stimulation for great creative output from agencies.

Listen here.

WiM Africa: Interview with Norkor Duah, CEO, MullenLowe Accra, Ghana

“I’m very community-driven. I believe it’s not about one person but that everybody needs to benefit. This is driven by the fact that I have been in advertising for so long. I’ve always seen [people] who are deprived.

There’s always that urge to create and add hope. At the heart of everything, hope is what I like selling. It works beautifully for me because, each time I’ve been at the centre of planning campaigns, I ask myself: How many lives I will touch? And if I touch these lives, will it change things?"
 

In the last of our 3-part series of interviews featuring phenomenal female marketers from the African continent, the legend that is Norkor Duah - CEO of MullenLowe Accra; GCEO of The Advantage Group; Vice President Africa at the International Advertising Association; and WiM 2020 Global Awards Winner for Outstanding Contribution to Marketing (Agency) - speaks to Charles Mathews at MarkLives.com in association with WiM Africa.

Watch the video interview and read the article.

WiM Africa: Takes part in the Unstereotype Alliance 2021 Global Member Summit

WiM Africa is an ally member of the Unstereotype Alliance South Africa Chapter. On the 25-26th May, WiM Africa Lead, Andrea Opoku took part in the summit moderating the South Africa segment.

The segment included a panel discussion with three phenomenal leaders Natalie Botha - Director of Creative Development at Kantar South Africa, Elizabeth Mokwena - HomeCare Africa Marketing Director at Unilever, and Asha Patel - Head of B2B Marketing SSA & Head of Marketing South Africa at Google. The topic of discussion was women in leadership and what it means to be leading teams through a pandemic. 

The Unstereotype Alliance, convened by UN Women and launched in 2017 at Cannes Lions is a thought and action platform that seeks to eradicate harmful gender-based stereotypes in all media and advertising content.  It brings together partners and seeks to collectively use the advertising industry as a force for good to drive positive change all over the world.  Members work towards creating a world without stereotypes, empowering women in all their diversity, whether that be related to race, class, age, ability, ethnicity, religion, sexuality, language or education and addressing harmful masculinities to help create a gender equal world.

If your organisation is interested in becoming a member of the South Africa chapter of the Unstereotype Alliance or any other National chapter visit the Unstereotype Alliance website.

PARTNER NEWS: The Digital Marketing World Forum #DMWF Global

The Digital Marketing World Forum #DMWF Global); is set to bring together over 2000+ senior digital marketing professionals across America in a fully online event environment.

Two days of live and on-demand digital sessions providing great insights and practical ‘how-to’ advice to help you tackle the challenges that you are facing in 2021 and beyond. #DMWF Global will focus on key themes including; life after Covid-19, content marketing, digital brand strategy, influencer marketing, social media marketing, data, disruptive tech, UX, CX, AI, SEO, eCommerce, personalization, and more.

This fully online conference will be a mixture of on-demand and live sessions so you can join the worldwide.

Speakers from global brands HPTwitchCotyAvonBang & OlufsenHUGO BOSS ,Bose CorporationNasdaq

The full line up and agenda can be found here.

There are 25 complimentary tickets for WIM Global Community senior Brand Marketers - contact us for details.

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