“The Key - Quick Conversations”: Philipp Schuster (Bayer)

🔥 "Inclusive advertising IS driving sales - short-term, mid-term, long-term":
Philipp Schuster, Bayer | Consumer Health

I attended the brilliant Marketing Procurement iQ two day conference at The Kia Oval - Surrey County Cricket Club stadium.

Philipp Schuster had just been part of a powerful panel alongside Efrain Ayala from Reckitt, Debbie T. from Creative Equals, Melda Simon from Unstereotype Alliance, UN Women and Traci Dunne entitled:
⚡ "Inclusion = Income & Campaign Effectiveness - Fact! ⚡

I asked Philipp:
🎤 What is The Key 🔑 takeaway from your session?
🧠 Philipp’s answer?
👉 "We must reframe inclusivity as a business imperative".

This is how he expanded on it:
1️⃣ “Inclusive advertising drives sales — short-term, mid-term, long-term.”
2️⃣ “We must evolve the conversation from moral good to commercial value.”
3️⃣ “Put it into a business context — no one can challenge that.”
4️⃣ “If our audiences are becoming more diverse, our communication must too — if we want to stay relevant.”

💼 The data? It is all in a robust, public business case created with the Unstereotype Alliance — and it is a must-read for procurement, marketing, and agency leaders alike.

👉 Link to the business case: here

🙏 Huge thanks to Philipp for the "Quick Conversation 🎤 " and the great minds pushing this very important conversation forward.

Thank you to Geoff Hall, who organised a jam packed itinerary of some great marketing procurement thought leaders and other leading voices in the industry, with Tina Fegent (FCIPS) and Nick Manning expertly Chairing day 1 and 2 respectively.

I was there with Vladimir Komanicky & Lenka K. Ornova from Alchemists (who also sponsored the Conference) and was able to film a few great "Quick Conversations 🎤 ". This was the first!