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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 Clare Sadler's summary of the collective wisdom of the panel, plus some of her own experiences.
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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 1

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

Clare

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/ipa-effectiveness-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/publications-hownottoplan

Not written for clients, so can be challenging in parts!  But will accelerate learning by about 10 years.

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