Andrea Rathborne

For the "go woke, go broke" crowd that permeates through many brands across North America and beyond... ...I'm happy to say that you're wrong. A whopping *75%* of consumers globally say that "diversity and inclusion – or a lack thereof – influence their purchase decisions." This comes from Kantar’s 2024 Brand Inclusion Index - a survey of more than 23,000 people in 18 countries. Valeria Piaggio, Global Head of Diversity, Equity and Inclusion at Kantar, expands on this: "It’s a myth that inclusion marketing is about marketing to minorities. Inclusion marketing is expansive marketing. One of the fundamental ways to grow your brand is to predispose more people to it. Yet when brands exclude consumers – whether that’s because people don’t feel welcomed when shopping in store or their advertising doesn’t reflect diverse communities – it’s an easy miss. Millennials and Gen Z prioritise diversity and inclusion even more than other groups, and as these populations grow in size and buying power these issues will carry more weight. Brands will be rewarded if they stand by their values – especially in the face of vocal communities which stoke the culture wars by pitting minority groups against one another.” So in the wake of so many brands cutting back on their #DEI staff and spend, treating inclusion like a checkbox that can be layered in whenever convenient, or just deprioritizing #DEI to pre-2020-like conditions, this is your wake-up call. It's time to get back on track. Your customers want it. Many are even demanding it. What are you waiting for? #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveBranding #InclusiveAdvertising #InclusiveResearch #InclusionMatters #InclusiveWorkplace #InclusiveCulture

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I’ve participated in a number of art contests throughout my youth—local colouring contests, poster design competitions, a school mascot lottery. As a student, who didn’t need to earn a living (yet), it was a fun way to put my creative skills to use and make some extra money. 👩‍🎨 As a professional, I’ve learned that good design is the result of a proper PROCESS. It’s a relationship between designer and client as you work your way through the process to achieve the desired outcome, together. There are conversations, feedback loops, and valuable input that allow the design to emerge from thoughtful collaboration. 🤲 The City of Vancouver is asking local artists to create a poster to represent Vancouver as the host city for the 2026 FIFA World Cup. Not only is it exploitive and unethical to ask for free design work but it robs the project of due process. The process is where the value truly lies. ⚽ City of Vancouver, this is $25,000 not well spent. 🚫

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Here's an article on how we at One23West transform brands for our clients. https://lnkd.in/gwJm4KZr

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This is the epitome of unsustainable. This is what causes burnout. This is downright comical. And yet...this is also very familiar. Because this is the average calendar for a lot of Marketing and Communications leaders and executives that I interact with. How did they get to their positions? Partly by working through - and thus implicitly accepting - these types of schedules. I can't even count the number of emails I've received in the wee hours of the night or meetings taken whilst driving somewhere because it's the only time they can talk. I've received requests for weekend meetings and countless emergency schedule changes because of something unexpected at work. And they're not to blame at all. Because it's not only accepted, but often expected in an industry where nothing can realistically be classified as a real emergency. So, can we all agree that it's inequitable for organizations to expect this of any human? And can we all agree that younger generations aren't lazy - they just don't want to sign up for the life they see their parents living? And lastly, can we all agree to slowly - but deliberately - dismantle these inequitable structures by: ➡️ Reframing expectations of ourselves and those we work with/manage? ➡️ Setting and sticking to healthy boundaries? ➡️ Creating narratives and more awareness around this issue in our industry? I'm not expecting anything to change overnight, but we have to start somewhere. ID: A calendar starting from 6AM going all the way to 530PM filled back-to-back with taking care of kids all the way work meetings and emails. There is no room to actually work on tasks until the end of the day. It's a relentless schedule that showcases the reality of trying to balance work and life for a lot of leaders/executives in the Marketing and Communications industry. #JEDI #EDI #DEI #MarketingIndustry #CommunicationsIndustry

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Oh hey, I'm Parker Green McLean! I live in Vancouver, BC with my husband, two dogs, and many (many) houseplants. I'm drawn to the boldness of midcentury design, feel tremendous connection to the living world around me, can recite every lyric to Barbra Streisand's entire discography, and am wholeheartedly focused on helping people hold themselves and others more gently. Since as far back as I can remember, I've listened deeply. In my younger years, my parents' friends often remarked that I was an "old soul", a term I didn't truly appreciate until I did my own personal work and developed a more meaningful from-the-inside-out awareness of my own gifts. Over the last few years, it feels like my sense of self has caught up with my soul, which feels so much like going barefoot after decades of wearing heavy boots. These days, I'm entirely focused on sharing my contemplative depth, vibrant sense of humour, knack for storytelling and sensitive compassion with people looking to grow their own visibility. Through one-on-one Creative Coaching, facilitated workshops for groups, or org-wide engagement and creative strategy processes, I help humans tap into the wellspring of clarity they already contain. Even better, I get to do this work alongside my beautiful husband Jarren within the context of Harc Creative. I passionately love what I do, and feel humbled by each and every person who has found the bravery and belief-in-self required to open up and take a chance telling their own story in their own voice. That I get to help with that liberatory work is a profound honour. If you're a passionate person who feels out-of-alignment with the stories you tell about yourself, I'm excited to hear from you. Let's work together to clear your voice and clarify your story so that you can shine as bright as you can imagine. #entrepreneurship #BusinessOwner #CreativeCoaching

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Unleash Your Brand's Story Connect, engage, and build trust with your audience through the power of storytelling. Discover how to craft compelling narratives to elevate your brand's presence. 📚✨

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Recently, I watched a case study video showcasing a marketing stunt that was truly groundbreaking, advocating for positive change for all Canadians. I was blown away by the innovative thinking and am pretty sure this campaign will receive top honors around the globe. However, it was disheartening to see such ingenuity supporting a global brand notorious for #greenwashing. As marketers and stewards of our fragile planet, I urge the industry to prioritize doing the right thing and avoid championing brands that prioritize profit over the well-being of future generations. There will always be opportunities to win another award, but in the fight against climate change, we have one last chance to get it right. Learn how you can reshape the future of commerce here: https://lnkd.in/gmqidbsu #MarketingEthics #ClimateAction #SustainableMarketing #FutureGenerations #EthicalAdvertising #PlanetOverProfit #InnovativeMarketing #ClimateCrisis #PositiveChange #MarketingResponsibility #CreativeImpact #TimeIsRunningOut

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Excellent article from Jessie Thind highlighting some FAQs we receive from our clients. Some of my favourite questions covered in the article: ➡️ What does inclusive messaging entail? ➡️ What is inclusive best practice for storytelling? ➡️ What is best practice for determining which dates of significance to focus on? ➡️ What does acknowledging a date inclusively mean? Read answers to these and more here: https://lnkd.in/gcFEg24f #FAQ #InclusiveMarketing #InclusiveMessaging #InclusiveStorytelling #DatesOfSignificance

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IKEA sleepfluencers didn’t just create an ad; they turned everyday moments into brand experiences by transforming windows into ad spaces while people catch some Z’s. https://lnkd.in/gd46MAyw While Product-as-Marketing isn’t entirely new, there are powerful ways to elevate it. Take Trader Joe's highly coveted mini totes and coolers. These aren’t just promotional items; they’re essential, practical accessories that blend into the consumer's lifestyle. When a brand’s product becomes a must-have item, whether it’s for convenience, utility, or even style, it moves beyond being just a brand. It becomes a part of culture. This is where we need to go. Beyond logo-slapping (physical or digital) and into brand-enhancing. We’re not just selling; we’re embedding our brand into the day-to-day in ways that make life easier, or even a little cooler. So yeah, I’ll take a Ray-Ban sun visor for my car, please. ✌️😎 Luxottica #BrandStrategy #Ikea #OOHMarketing #OutOfHomeAdvertising #CreativeOOH #ExperientialMarketing #BrandAwareness

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Honest to Goodness

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There are 3 Story Archetypes that have an impact on us, but there is a 4th archetype that give us the power to create impact. I unpack these a little more in this week's episode of E&A Check out the latest episode: https://bit.ly/3VlyHTx #mindset #motivation #success #entrepreneur #business

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5 Reasons Why You Should Ditch Your Marketing Agency For Maya Studios Vancouver's marketing scene is more established than our company (which, let's be honest, is basically two chairs and a dream... for now). We're the fresh faces (and combined 30 years of experience) you desperately need if you don't want your brand to become the forgotten social media post lost in the algorithm abyss. Think of us as the scrappy start-up with something to prove, not the overhyped agency with a million empty promises. But primarily, this is why you should hire us: - Tired of generic content that gets fewer views than a self-driving car crash compilation? We craft marketing strategies so good, they won't leave your target audience feeling like someone forgot to test drive the campaign before hitting publish. - Think influencers are the key to success? We can get your brand a partnership with that local celebrity whose latest social media stunt raised more eyebrows than brand awareness. Because hey, any publicity is good publicity, right? (Maybe not) - Free consultations? Absolutely! Consider it emotional compensation for the existential dread this industry inevitably causes. - We're Canadian, so we'll apologize for everything (even if it's not our fault). But we won't apologize for getting you results. Even if those results are so good, they go viral for all the right reasons. Ready to escape the marketing mayhem? We're probably not the safe bet, but we're the most entertaining option. #MayaStudios #WeAreAwesomeAndCynical

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Another useful post in our recent collection of posts at Mangrove on #webaccessibility. This is based on the webinar I gave a few months ago for the Manitoba Office of Accessibility https://lnkd.in/dbi2btJT

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Harnessing the Power of Content Marketing for B2B Lead Generation In today’s dynamic B2B landscape, where competition is fierce and attention spans are fleeting, content marketing emerges as a beacon of hope for businesses striving to generate quality leads. At IGM Creative Group, we understand the challenges that businesses face when it comes to content creation and lead generation. In this blog article, we will share some insights about content marketing and help you unlock its full potential for B2B lead generation. Effective content marketing not only addresses client pain points and prospective client needs but also serves as a testament to your expertise in the field. In this article, we’ll delve into the intricacies of utilizing content marketing techniques for B2B lead generation, exploring why platforms like social media, particularly LinkedIn, are indispensable tools in your marketing arsenal. #content #leadgeneration #marketing #Audience Engagement #marketing #ad agency #business #corporate #content marketing #social media Read More https://lnkd.in/ds2rjv6P

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A Tale of Two Clients - a recent reflection: Client 1: We won the RFP. They told us we were the best technical partner—our expertise was clear. But we were more expensive than the competition, so we set boundaries on our pricing. As we begun working together they wanted a faster Discovery, control over our process, more reporting and asked to directly manage our engineers. These were non-negotiables for us—we knew it would compromise the outcome. Ultimately, we parted ways. They were supposed to launch in July; they launched in November. Their platform performance stats? Nowhere near industry standards. Client 2: Trusted our process. They agreed to our Discovery, and when more unknowns emerged, they supported extending it. This gave both teams time to uncover risks, demo solutions, align on how to work together and build a clear roadmap to launch. The result? They launched on time, on budget and with stellar performance. The moral of the story: If you’re going to work with an agency, trust their expertise. Fast and cheap might feel like a shortcut, but it often costs you more in the long run. The best outcomes come from partnership, transparency, and a shared commitment to doing it right. XWP #websitedevelopment #WordPress #digitalmedia #digitalpublishers

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Creating Compelling Brand Stories. As anyone in marketing will tell you, and especially in luxury marketing, creating compelling - and authentic - brand stories is the key to success. That's why, for my own business, I took the time to share my own story by writing *The Six Shifts In My Business Career* - a very detailed post, full of images that back up my words, so my potential clients [ maybe you? ] could [ if you cared to ] know how deep my background in the interior design and home furnishings industry is - with all stakeholders. I hope this post, [ also linked to with the full URL in the first comment] helps you understand why I can be trusted with advising you on how to grow your business via digital marketing if you're currently seeking a service provider. https://lnkd.in/gHvqgagt #lesliemcarothers #savourpartnership #digitalmarketing for home related brands, tradeshows and interior designers

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The great thing about being off for 4 weeks is that there's a bank of juicy new projects to share. 👟 Here's our latest work with Arc'teryx for Spring / Summer 2024. We created a visual language for the new products while ensuring it could be applied to future product launches too. We used the latest NERF technology and extracted footage to experiment converting CG renders into point cloud data to create a fresh and organic digital effect. Rather than posting the finals, here's our R&D cut which shows the process of getting to the super slick final outputs. As always, lots more to dive into in the project page in the comments 👇

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