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ITV Backing Business - Loading the Dice in your favour.
Wednesday September 30th, 11am (London time)
The next few months and beyond are looking tough for many businesses, with increasing pressure on the economy from Covid restrictions, a potential no-deal Brexit and rising levels of unemployment. History tells us that when times are tough, marketing budgets are early casualties. So if your marketing budget is getting tighter, what can you do to load the dice in your favour and improve your chances of success?
ITV's Client, Strategy and Planning team Director Kate Waters will host the session with:
- Claire Sadler, Marketing Director, Direct Line
- Vicki Holgate, Effective Creative Excellence Director
- Dan Izbicki, Founder, Ethos and Marketing Simulator
- Sameer Modha, Client Effectiveness Lead, ITV
So, if your marketing budget is getting tighter, what can you do to load the dice in your favour and improve your chances of success? Read Claire Sadler's summary of the collective wisdom of the panel, plus some of her own experiences.
Helpful recommendations
Browse our recommended resources from our panelists:
Kate
The Checklist Manifesto by Atul Gawande
The Anatomy of Humbug by Paul Feldwick
The Long and The Short of It by Binet and Field
How Brands Grow 2 by Byron Sharp
Sameer
Everything is Obvious: Why Common Sense is Nonsense
The Book of Why: The New Science of Cause and Effect
Claire
Hegarty on Advertising: Turning Intelligence into Magic
Summaries of the best business, management, marketing and psychology books
Dan
Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us about Who We Really Are
Vicki
The first is the IPA Effectiveness Awards database, best accessed through WARC:
https://www.warc.com/awards/
A cornucopia of enlightening case studies by sector (amongst other search options)
The second is 'How Not To Plan' by Les Binet & Sarah Carter:
https://www.apg.org.uk/
Not written for clients, so can be challenging in parts! But will accelerate learning by about 10 years.
