Decisions and opinions are formed at an unconscious level when they are based on stereotypes rooted in social circumstances and history and on a decision maker’s personal experiences. Unconscious bias can become a problem when such blind spots in our thought processes influence behaviour and the way we treat others. We are influenced by what we are see and become familiar with. Therefore, repeated usage of phrases and images in advertising message, which we know, can help accept the offer.

Could you challenge yourself? How will you respond regarding hot discussion about the idea of black James Bond or a new Dr Who as a woman? ?

This reflection about diversity always accompanies me when we, in DM2 Agency, have to deal with marketing campaign, specially, B2B or conservative B2C.


About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member | Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

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