“Advertising can have a massive impact and people need to see that these individuals still have emotions, thoughts, feelings, dreams, aspirations the same as anyone else… and they need to be seen as equals at all times.”- Mrs Hale said.

Joseph Hale, 11-year-old boy with Down’s syndrome from Cleethorpes, North East Lincolnshire, has become one of the faces of River Island’s new children’s clothing range: ‘Kids + Mini’ for autumn/winter.

The biggest mistake most companies make: they fall in love with their business or products and not with their clients. Your goal is to create relationship where you know more about your clients’ needs, goals, wounds and desires than they know themselves. And not only understand this intellectually. The more you generate the strategic – where you are not just looking to make the sale, but rather to create a long-term relationship where you know exactly your clients – the more your company will transform.

Do you know how to reach your ideal client’s sensitivity?


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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