{"id":6357,"date":"2021-11-29T14:15:31","date_gmt":"2021-11-29T19:15:31","guid":{"rendered":"https:\/\/acaweb.ca\/fr\/?page_id=6357"},"modified":"2022-04-26T11:26:22","modified_gmt":"2022-04-26T15:26:22","slug":"nouvel-outil-pour-assurer-lintegration-de-la-diversite-et-de-la-representation-a-chaque-etape-du-processus-de-creation","status":"publish","type":"page","link":"https:\/\/acaweb.ca\/fr\/a-propos-de-nous\/ressources-pour-les-medias\/nouvel-outil-pour-assurer-lintegration-de-la-diversite-et-de-la-representation-a-chaque-etape-du-processus-de-creation\/","title":{"rendered":"Nouvel outil pour assurer l\u2019int\u00e9gration de la diversit\u00e9 et de la repr\u00e9sentation \u00e0 chaque \u00e9tape du processus de cr\u00e9ation"},"content":{"rendered":"<h3>Disponible aujourd\u2019hui et offert par l\u2019Association canadienne des annonceurs, D<em>iversit\u00e9 et repr\u00e9sentation : Le guide des pr\u00e9jug\u00e9s potentiels associ\u00e9s au processus de cr\u00e9ation<\/em> aide les sp\u00e9cialistes marketing \u00e0 passer \u00e0 travers 12 \u00e9tapes incontournables du processus de cr\u00e9ation.<\/h3>\n<p>&nbsp;<\/p>\n<p><strong>Le 29 novembre 2021.<\/strong> \u2013 Les sp\u00e9cialistes marketing disposent d\u00e9sormais d\u2019un outil pour les aider \u00e0 mieux int\u00e9grer la diversit\u00e9 et l\u2019inclusion du d\u00e9but \u00e0 la fin de leur processus de cr\u00e9ation.<em> Diversit\u00e9 et repr\u00e9sentation : Le guide des pr\u00e9jug\u00e9s potentiels associ\u00e9s au processus de cr\u00e9ation <\/em>a \u00e9t\u00e9 cr\u00e9\u00e9 par la WFA (World Federation of Advertisers) et adapt\u00e9 pour le march\u00e9 canadien par l\u2019ACA (Association canadienne des annonceurs) dans le cadre d\u2019une initiative dirig\u00e9e par son comit\u00e9 sur la diversit\u00e9, l\u2019\u00e9quit\u00e9 et l\u2019inclusion. Tous les membres de la communaut\u00e9 marketing peuvent <a href=\"https:\/\/acaweb.ca\/fr\/resource\/diversite-et-representation\/\">t\u00e9l\u00e9charger<\/a> le guide \u00e0 partir du site de l\u2019ACA. <\/p>\n<p>Le guide aide les lecteurs et les lectrices \u00e0 passer \u00e0 travers 12 \u00e9tapes incontournables du processus de cr\u00e9ation, du brief de cr\u00e9ation aux analyses strat\u00e9giques, jusqu\u2019\u00e0 la localisation et au placement m\u00e9dia.<\/p>\n<p>Pour chacune des 12 \u00e9tapes, le guide met en lumi\u00e8re les pr\u00e9jug\u00e9s qui peuvent s\u2019y insinuer et propose des questions de mise \u00e0 l\u2019\u00e9preuve pour continuer \u00e0 avancer. \u00c0 titre d\u2019inspiration, il offre \u00e9galement des exemples de campagnes de premi\u00e8re qualit\u00e9 provenant du monde entier. <\/p>\n<p>Certains sp\u00e9cialistes marketing trouveront peut-\u00eatre insurmontable la t\u00e2che de franchir les 12 \u00e9tapes en m\u00eame temps. N\u00e9anmoins, en concentrant d\u2019abord leurs efforts sur quelques-unes des \u00e9tapes, cela leur permettra d\u2019amorcer une r\u00e9flexion et d\u2019avancer dans le processus pour ultimement franchir les 12 \u00e9tapes. Le guide rappelle aux lecteurs et aux lectrices que la cl\u00e9, c\u2019est l\u2019authenticit\u00e9.<\/p>\n<p>L\u2019\u00e9dition canadienne du guide comprend une pr\u00e9face de Joel Scales, membre du conseil de l\u2019ACA, membre du comit\u00e9 sur la DEI et vice-pr\u00e9sident principal, Marketing mondial et strat\u00e9gies chez Jamieson Wellness. M. Scales appelle aux armes les sp\u00e9cialistes marketing en leur disant que \u00ab\u2009Pour appuyer sans r\u00e9serve la diversit\u00e9, l\u2019\u00e9quit\u00e9 et l\u2019inclusion dans nos communications, nous devons premi\u00e8rement regarder vers l\u2019int\u00e9rieur. Cela commence par la structure de nos organisations et de celle de nos partenaires actifs dans le processus de cr\u00e9ation.\u2009\u00bb<\/p>\n<p>Depuis sa cr\u00e9ation en 2020, le comit\u00e9 sur la DEI a pour objectif premier de fournir \u00e0 la communaut\u00e9 marketing des outils tangibles pour cultiver et partager les connaissances sur le sujet et ainsi faire progresser la diversit\u00e9, l\u2019\u00e9quit\u00e9 et l\u2019inclusion au Canada. Le comit\u00e9 est compos\u00e9 de cadres sup\u00e9rieurs d\u2019entreprises nationales, y compris CIBC, Jamieson Wellness, L\u2019Or\u00e9al, Metrolinx, Molson Coors Canada, P&#038;G, Nestl\u00e9 Canada, TD Bank Group, Toyota Canada, et Unilever.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le 29 novembre 2021. \u2013 Les sp\u00e9cialistes marketing disposent d\u00e9sormais d\u2019un outil pour les aider \u00e0 mieux int\u00e9grer la diversit\u00e9 et l\u2019inclusion du d\u00e9but \u00e0 la fin de leur processus de cr\u00e9ation.<em> Diversit\u00e9 et repr\u00e9sentation : Le guide des pr\u00e9jug\u00e9s potentiels associ\u00e9s au processus de cr\u00e9ation <\/em>a \u00e9t\u00e9 cr\u00e9\u00e9 par la WFA (World Federation of Advertisers) et adapt\u00e9 pour le march\u00e9 canadien par l\u2019ACA (Association canadienne des annonceurs) dans le cadre d\u2019une initiative dirig\u00e9e par son comit\u00e9 sur la diversit\u00e9, l\u2019\u00e9quit\u00e9 et l\u2019inclusion. <\/p>\n","protected":false},"author":1,"featured_media":0,"parent":52,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - 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