UNBOX AUSTRALIA: Removing Unconscious Bias from the marketing process

1. UNBOX AUSTRALIA Beyond stereotypes for untapped opportunity in diversity and inclusion ADVISORY | TRAINING | SPEAKING | ADVOCACY Remove unconscious bias and harmful stereotyes from the strategic and creative process for marketing, media and advertising. Specialised and actionable programs and consulting for agencies and brands. Anne Miles is a specialist marketing strategist, business coach and advanced life coach who specialises in removing harmful stereotypes out of media, marketing and advertising. Not just about how to take them out, but what to put back in for better performance. All client and agency personnel can impact the results. DECEMBER 2021

2. ABOUT YOUR TRAINER & SPEAKER Anne Miles, ADVISORY | TRAINING | SPEAKING | ADVOCACY Anne Miles brings a very unique perspective with decades of industry experience from deep within the creative process and across multiple disciplines including production, creative, account management, strategy, research and client side marketing. Anne has a lot of first-hand experience with discrimination and prejudice, and taken on the issue head on to make for change across the industry, rather than just voice opinion. What is unique about Anne is that she breaks through all your internal processes and emotional blocks to make change and impact for good. You will be hard-pressed to find someone as passionate and as widely or deeply experienced enough to help you actually make change we all want. Anne is making impact within agencies, with businesses, with individuals and through Government. AWARDS - Winner Westpac 200 Businesses of Tomorrow 2018 (for Anne’s business Suits&Sneakers) - Finalist in B&T Women In Media: Entrepreneur of the Year 2019 - Finalist for AMI Certified Marketing Practitioner of the Year 2019 - Vic and National - Finalist for AMI Certified Marketing Practitioner of the Year 2020 - Vic and National - Finalist B&T Women In Media: Champion of Change 2021 - Finalist B&T Women In Media: Social Change Maker 2021 - Finalist B&T Best of the Best: Social Change Maker 2021 - Finalist B&T Best of the Best: Entrepreneur of the Year 2021 - Finalist B&T Award for Diversity - Champion 2021 - Finalist for AMI Certified Marketing Practitioner of the Year 2021 - Vic and National - Judge for various marketing categories: AMI, PauseFest, Stevie Awards “Anne, it was fantastic, you really opened my mind. Loved how you made it so personal. I feel like I will look at the world a little differently now” Attendee PAST ROLES • Consulting creative and marketing strategist • Business coach and growth strategist • Freelance for customer insights and ‘go to market’ strategies • Client side roles as Marketing Manager/ Group Marketing Manager • Head of Television in McCann-Erickson, JWT and Grey Worldwide Multi-national ad agencies • Founding partner Exit Films production company • Various roles as producer: Fuel VFX (Visual Effects), MRPPP (Post production), Great Southern Films, Yarra Films, Cummins Ross, HOST BRAND CATEGORIES • Automotive • FMCG • Hair and beauty • Fashion • Government and social cause • Finance & insurance • Health/Mental health services • Sport, motor sport and racing • Telecommunications & technology • Entertainment and media • Retail Energy • Conscious and NFP TECH SKILLS • InDesign - intermediate • Wordpress - intermediate • Canva • Microsoft suite • App development - basic VOLUNTEERING AND MENTORING • Host of Suits&Sneakers.TV • Conscious Capitalism board • Give Me Shelter homeless project • Trinity P3 mentoring • Australian Marketing Institute Mentor Program • Team Women - Strategy & Product design • Various pro bono projects BOOKS & PUBLICATIONS • Publishing company here From the Chaos - For Life’s Difficult Moments (latest book). More here QUALIFICATIONS & TRAINING • AMI Certified Practicing Marketer • Business coach Cert IV • Executive Coach Cert IV • Life Coach Cert IV • Advanced Life Coach Cert IV • Diploma Life Coach Cert IV pending • Power Coach Certificate • Trainers & Speaking skills • Time Line Therapist • NLP Practitioner (twice) • Emotional Freedom Technique Prac • Idea Generation Masterclass - Adschool • Presentation skills • Pitch strategies • Copywriting • Digital production - Adschool • Strategy planning - various • Management courses - various EXPERIENCE • Brand & content strategy • Advertising agencies • Film production • Visual effects • Post production • Motion design • Graphic design • Client side marketing • Research and insights • SME marketing

3. Anne Miles is Unboxing Australia for untapped opportunities in diversity and inclusion and uniquely touches on 8 (protected and unprotected characteristics). While most services in diversity and inclusion focus on hiring practices and the internal people and culture, Anne focuses on the strategic performance opportunities available for brand growth and redefines the creative and production process. Don't just talk about making change, action the change deep within the agency processes. Anne gets you hands-on into the all parts of the strategic and creative process that only those who have worked in diverse sectors of the agency and brand system can impact. No more talk. Time to make change that sticks. The advertising industry is fast and furious and the processes are engrained, not just within the one agency but across the industry. This often means many of us operate on auto-pilot. When we work like this, our unconscious bias comes into play. Unconscious bias is not just an HR or internal culture issue, it impacts the work we produce. *Source: McKinsey What that means is that we are ultimately misaligned with the real customer out there and we are producing work that is off strategy, under-performing and can even do brand damage. Worse still, we are impacting society and perpetuating prejudice. Brands and agencies need to get on top of their unconscious bias in every step of the process if we are to perform at our best. The day to day process is often forgotten, yet the ultimate impact on society so great. Statistics show us that a business with a focus on diversity out performs those businesses that don't; by a big margin. Imagine what this can do to our creative work? Training your team in unconscious bias, identifying harmful stereotypes, empowering and keeping everyone accountable is your secret weapon to deliver on your promises to be more inclusive and diverse. There are no programs available with such a deep dive into the whole marketing and creative process specifically and so deeply. Become accountable for the strategies we define, the copy we write, the user experiences we create, the way we segment our markets, artificial intelligence, and the way we produce the work and bring diversity of thinking into Australia's homes. If we are to UNBOX Australia we need to dig deep into the marketing and media process to effect every step of the way. We need to turn our commitments turn into action

4. ONE SINGLE MARKETING, MEDIA OR ADVERTISING PERSON CAN HAVE A HUGE IMPACT ON SOCIETY CORRECTING UNCONSCIOUS BIAS IN CREATIVE OUR INDIVIDUAL UNCONSCIOUS WIRING TEAM CONSCIOUSNESS OUR CREATIVE AND TECH SOLUTIONS HIRING AND SUPPLIER CHAIN CONSUMER IMPACT OUR CONSCIOUS & UNCONSCIOUS BEHAVIOUR SOCIETAL IMPACT Take responsibility here Becomes tangible here Every single person in the client and agency process has an impact on the work that is produced, and the impact that has on society. We must take charge at every step of the creative process to undo some of the wrongs and to realign with the real customer out there. The UNBOX AUSTRALIA program covers all steps of the creative process including: > Client Brief > Strategy & Research > Creative Briefing > Creative Concepts > Approvals > Production, Tech Builds and Supplier Engagement > Analytics and Data > Media and Distribution Channels users users users users users "With harmful stereotypes now linked to domestic violence, bullying and also mental health problems it is time we moved from talk to action." Anne Miles

5. ANALYTICS & DATA Removing Unconscious Bias from the Creative Process CREATIVE CONCEPTS CLIENT BRIEF 01 STRATEGY & RESEACH 02 CREATIVE BRIEF 03 04 Question past sales data Question demographic profiling All suppliers using the same profiles? Does customer profile match ABS data? Is research data current and reflect potential customer? Is the client’s brand purpose aligned authentically? Do research respondents reflect the ABS data split? Can research include rural and urban? Distribute research findings to all creative and production? Can all consumers access the product without discrimination? Question the target audience is current Is the buyer the same as the user? Have you read the research? Are you making fun of stereotypes? Use the gender neutral checklist Cross check the customer is interpreted accurately Use the Hofstede Cultural Insights tool to check you are on track Swap out the customer type to see if there is inherent bias? Check against all types of diversity. Test your gut! 07 MEDIA AND DISTRIBUTION 08 APPROVALS 05 PRODUCTION 06 Are media channels based on efficacy or out of habit? Are you using ‘off the shelf’ profiles? Are they still current? Swap out all roles in the concepts to be sure no bias is hidden Use the gender neutral checklist Cross check against the potential target audience Cross check for rural and urban fit & socio- economic fit Do all production elements fit the wide spectrum? Are you playing to stereotypes? Check ABS data Have all key people read the research insights? Check the context for data collection. Was bias involved in capture through creative, channel and sales activity? Cross check societal context at time of data collection Can you split test or stress test current demographics? Can you target by atti- tudes rather than demographics? Are you playing to stereotypes? Check the ABS data Are you casting for tokenism or Diversity Oversteer? Copyright Suits&Sneakers (c)

6. TRAINING & COACHING PROGRAMS 01 02 AGENCY INDUCTION $ 3,000 4 HOURS TEAM WORKSHOP ON SITE A FOUR HOUR TRAINING SESSION & INTERNAL PROCESS WORKSHOP For agencies who have not dealt with unconscious bias in the creative process before. Basic training and internal process review. Includes outcome report. Online course available Jan 2022 NEW STAFF INDUCTION $ 1,500 3 HOURS ON SITE A THREE HOUR TRAINING & INDIVIDUAL TASK SETTING SESSION For new staff who join the agency and need to fall in line with the same processes and thinking (quarterly recommended). Only if initial induction is complete. 03 CONSULTING $ 350 pr hr ADHOC CONSULTING ON CREATIVE STRATEGY, SCRIPTS AND CONCEPTS OR ON INTERNAL PROCESS An adhoc basis to trouble shoot or be a sounding board 04 12 MONTH PROGRAM $ 3,750 pr mth 12 month program 12 MONTHS A 12 MONTH COACHING PROGRAM & LEADERSHIP ACCOUNTABILITY For agencies who take this seriously, want to keep everyone accountable (including their clients), engaged, actionable and want to track the results of their social impact and campaign performance All pricing to incur 10% GST in addition. See section 05 for speaking topics. 01 Inducton Workshop outcomes: Creative process workshop outcomes across 9 agency functions No longer 'trust your gut', but 'test your gut'

7. — 12 01 AGENCY INDUCTION $ 3,000 + GST 4 HOURS ON SITE A FOUR HOUR TRAINING SESSION & INTERNAL PROCESS WORKSHOP For agencies who have not dealt with unconscious bias in the creative process before. Basic training and internal process review. Includes outcome report. Note: This also forms part of the 12 Month program or is deducted from the 12 month program costs if taken up at alter time. Whole agency induction across all departments and disciplines A FIRST DIVE INTO UNCONSCIOUS BIAS FOR AGENCIES (AND THEIR CLIENTS) An induction into Unconscious Bias in the creative process and to determine actionable steps to take to address this throughout the agency and client workflow across 9 tactical points in the process. OUTCOMES • Understand the impact of unconscious bias in marketing and brand strategy through case studies and creative examples • Understand and identify your own unconscious bias on a day to day basis and know what to do about it • Be empowered to ask the right questions in order to uncover unconscious bias in your decision making • Receive a copy platform to create gender neutral copy and linguistics for all media channels • Understand channels that we can take responsibility for diversity – with examples • A fresh look at market segmentation to remove bias • Identify when you are over-compensating with "diversity over-steer" • Casting and voice talent selection for effectiveness • Rethink the creative process to protect your communications from bias Agencies will receive documentation of the all staff workshop outcomes with priorisation on the tasks that can be addressed immediately, those for the short term and for the longer term. Areas of additional focus will be highlighted. All participants will receive a certificate of completion, and some simple tools and checklists to be armed to implement changes back in the marketing or creative department. FORMAT 1/2 DAY ALL EMPLOYEE AND CLIENT WORKSHOP (May be split into 2 sessions) Up to 200 people on site. (Note: Online version coming in January 2022) By appointment. Travel costs additional.

8. — 14 02 NEW EMPLOYEE INDUCTION $ 1,500 + GST 3 HOURS ON SITE A THREE HOUR TRAINING & INDIVIDUAL TASK SETTING SESSION For agencies who have previously inducted their core staff with program 01. As a top up for new employees or clients who join the agency and need to fall in line with the same processes and thinking (quarterly sequence recommended) Note: This also forms part of the 12 Month program or is deducted from the 12 month program costs if taken up at alter time. You must have completed the all agency induction first to participate in this course. New employee and client induction to align with agency processes NEW EMPLOYEE INDUCTION INTO UNCONSCIOUS BIAS An induction for individuals within agencies already inducted into Unconscious Bias in the creative process to ensure new staff are aligned with the existing internal processes. OUTCOMES • Understand the impact of unconscious bias in marketing and brand strategy through case studies and creative examples • Understand and identify your own unconscious bias on a day to day basis and know what to do about it • Be empowered to ask the right questions in order to uncover unconscious bias in your decision making • Receive a copy platform to create gender neutral copy and linguistics for all media channels • Understand channels that we can take responsibility for diversity – with examples • A fresh look at market segmentation to remove bias • Identify when you are over-compensating with "diversity over-steer" • Casting and voice talent selection for effectiveness • Rethink the creative process to protect your communications from bias Individuals will be briefed on the all staff workshop outcomes and charged with accountability to bring their own influence for change. All participants will receive a signed certificate of completion, and some simple tools and checklists to be armed to implement changes back in the marketing or creative department to align with the rest of their team. FORMAT 3 HOUR NEW EMPLOYEE WORKSHOP Up to 50 people on site. By appointment. Travel costs additional.

9. — 16 Adhoc consulting to review creative or consult on processes 03 CONSULTING $ 350 pr hr ADHOC CONSULTING ON CREATIVE STRATEGY, SCRIPTS AND CONCEPTS OR ON INTERNAL PROCESS An adhoc basis to trouble shoot or be a sounding board. Review of customer segmentation practices, strategic approach, briefs, copy drafts, layouts and concepts, production process including review of casting and storylines, billing practices, workflow & project management methodologies, supplier briefing, research review and questionnaire proof read- ing, sales and marketing alignment, review of sales data measurement, mediation of the creative and production process with suppliers... and just about anything along the marketing and creative process. CONSULTING SERVICES A fresh look at your creative over time, campaign results, feedback on scripts, discussions on internal processes. • Internal processes • Campaign feedback and recommendations • Creative concept review • Client management • Alternative billing methods to stop age bias • Talent based hiring protocols • Meeting protocols to allow an equal voice • Negotiation strategies for greater impact and for inclusion OUTCOMES • As agreed by scope You may just need a sounding board, or to problem solve a process issue in the creative process. It is recommended to track the progress of a specific project from end to end and with adequate time to road test proposed changes. A client will equally need to be engaged. If you need HR assistance or recrutiment processes we can refer to a specialised provider. FORMAT FACE TO FACE CONSULTING OR VIA ZOOM Up to 10 people on site. By appointment. Travel costs additional.

10. — 18 12 month all staff induction and ongoing accountability and metrics 04 12 MONTH PROGRAM $ 3,750 p/mth + GST 12 month program 12 MONTHS A 12 MONTH COACHING PROGRAM & LEADERSHIP ACCOUNTABILITY For agencies who take this seriously, want to keep everyone accountable (including their clients), engaged, actionable and want to track the results of their social impact and campaign performance. 12 MONTH ALL AGENCY INTENSIVE FOR THE SERIOUS Induct your agency into new protocols to remove unconscious bias through the creative process and to ensure accountability and for all the learnings to be engrained. OUTCOMES • All outcomes from 01 AGENCY INDUCTION & 02 NEW EMPLOYEE INDUCTION • Quarterly inductions for new employees • Quarterly deep dive into advanced topics • Monthly accountability and consulting with your leadership teams - Review agreed processes, trouble shoot integration issues, review campaign performance and impact metrics, review campaign creative and open forum Q&A • Weekly strategic and creative work in progress reviews to follow assigned projects or teams and relevant clients • On call support for process or campaign feedback (48 hour response) • Early access to Suits&SneakersTV for strategic and creative insights and education Agencies who are serious about campaign performance and brand protection take on a deeper monthly program to engrain this new way of working into the organisation for lasting change. FORMAT 1 X 4 HOUR ALL EMPLOYEE (AND CLIENT) WORKSHOP AND PROCESS REVIEW (First requirement) May be swapped with an online course when available January 2022 3 X 3 HOUR NEW EMPLOYEE WORKSHOP (Quarterly thereafter) 4 X 1 HOUR ADVANCED WORKSHOPS (Quarterly) MONTHLY LEADERSHIP SESSIONS OPEN FORUM FOR CAMPAIGN AND CREATIVE FEEDBACK VIA EMAIL, ZOOM OR PHONE Up to 200 people on site. By appointment. Travel costs additional. 3 months minimum cancellation.

11. 05 SPEAKING $ 1500 + GST* (APPLY FOR AN UNPAID TALK^) 45 MINS PLUS QUESTION TIME ^Criteria applies ABOUT YOUR TRAINER & SPEAKER Anne Miles, Founder of Suits&Sneakers Brand, Marketing & Creative Strategist Speaking to shake up our harmful stereotypes and make for change in our industry ANNE MILES IS UNBOXING AUSTRALIA FOR UNTAPPED OPPORTUNITIES IN DIVERSITY AND INCLUSION. Unmanaged and harmful stereotypes in our media, marketing and advertising are now linked to domestic violence, bullying and mental health problems. By unlocking the hidden potential in our marketing and business strategies across 8 characteristics we can improve business performance, impact society and empower individuals for personal well-being and safety. Anne is a marketing strategist, business and life coach. As a conscious capitalist Anne believes we can do great things for business and do good for the world. Anne has a lot of first-hand experience with discrimination and prejudice, and taken on the issue head on to make for change across the industry, rather than just voice opinion. This is her personal story as well as solutons for change. In this keynote you will rethink your own unconscious bias, be inspired for your business growth and feel empowered to be your authentic self. U N B O X A u s t r a l i a B e y o n d t h e s t e r e o t y p e s ( S i g n a t u r e K e y n o t e ) “Anne, it was fantastic, you really opened my mind. Loved how you made it so personal. I feel like I will look at the world a little differently now”

12. Other Speaking Topics Unboxed. My life beyond the stereotypes Life defined by others limits us and causes domestic violence, bullying and mental health problems. Breaking free of the box that others put us in can be a bumpy ride, but with some fantastic results once we are set free. Live life as your authentic self and be a role model for others. The Power Of Gender Neutral Marketing. The hidden opportunity in your creative for cultural and commercial gain. Breaking free of unconscious bias in the marketing process from business strategy, sales data, customer segmentation and the creative process. Tapping into a gender neutral framework in a world that is no longer binary. New ways to segment to break free of outdated demographic profiling. Unboxing Neuro-Diversity. A new perspective for more inclusive marketing and advertising. The way we think, our personality types, as well as our diverse neuro-abilities is rarely considered in our marketing, media and advertising. So, what does the spectrum of neuro-diversity look like for more inclusive and better performing marketing? Redefining Diversity for Marketing Performance. A new framework for more inclusive marketing. Anne Miles defines diversity by seven categories, some completely overlooked by many marketers. Anne challenges us to be more inclusive not just for cultural gain but for business and brand performance and exposes the gaps in our industry framework. Putting Humanity Into a Serious Business. How big brands and serious businesses can embrace humanity and tap into a wider market. Many big and serious businesses are on auto-pilot and unconsciously representing masculine themes in their marketing and advertising; and polarising their customers. How to break free and reach the real customer. Bullying Unboxed. Explaining the source of bullying to a whole new level. Being defined by others limits us and causes bullying and mental health problems. This is a talk designed for children to understand that what you see in media, marketing and advertising can be at the root cause of bullying. How to identify harmful stereotypes and how we can take responsibility for each other’s differences.

13. What they say ‘Well spoken, warm and kind. And brave!” “Anne, it was fantastic, you really opened my mind. Loved how you made it so personal. I feel like I will look at the world a little differently now” “A very respectful session” “Relate-able, easy to listen to and well spoken” “A great, engaging presenter. Made everyone feel comfortable discussing the topics” “Incredibly respectful, and relate-able. Engaging and informative” Various Anonymous Audience Members “My love for advertising is one of the many reasons why I got into communications, so to spend an hour with Anne Miles dissecting what makes advertising gender neutral, or in many cases bias, was brilliant” Rebecca Blewitt “A fascinating lunchtime #digitalks today about unconscious bias and gender neutral marketing from Anne Miles. 83% of marketers think they are avoiding gender stereotypes - what a disconnect. I learned a lot in just one hour and I’m looking forward to using the very handy and free Gender Neutral Checklist supplied by Anne’s company Suits&Sneakers” Lisa Smyth "I attended your talk on gender neutrality this morning and I left the room so inspired and full of energy to make sure I do my share. Especially working in the IT industry... Would love to hear you talk again. I would love to have you as a speaker for one of our events this year". Manon Souris, Events Program Lead, ACS “I’m halfway home on the train and I’m still floating in some bubble of happiness after listening to Anne Miles from Suits&Sneakers speak about outsmarting unconscious bias and bringing humanity into social. I’m unsure whether to rave about her or the content she delivered. When you listen to an authentic, real, funny, nerdy, classic, modern, grounded, beautiful, caring, giving individual share her knowhow without withholding anything [...] Me becomes speechless. Most times I’m unsure what I’m most passionate about, but Anne hit some nerve today for sure” Nim Madanayake “I wanted to say that I thoroughly enjoyed your presentation this morning. You mentioned having failed a presentation course ;) but I thought your talk was interesting and entertaining. More so, being new around here but being a big believer in the diversity conversation; I’ve found that many of the people I have met in my own journey to be pretty militant, which of course always puts people off a little. You, on the other hand, were genuinely inclusive & I found you to be balanced. I didn’t feel the need to apologise for being male. Thank you very much. You were surrounded after, & I couldn’t face the scrum for your attention but I’ll come say hi the next time we are in the same room” Jason Pretorius PROGRAM FEEDBACK Dan Ingall, CEO Big Red Communications Group, 12 month Unconscious Bias program "Big Red is an agency that prides itself on being a leader in helping make the Australian advertising industry a better place - for ourselves, our clients and all stakeholders. Anne has helped us define our policies and practices in Unconscious Bias that not only makes our business better, but also drives demonstrably better commercial outcomes for our clients"

14. HEAD OFFICE: Suite 1712 Mantra Building 1 568 St Kilda Road MELBOURNE VIC 3004 Telephone: 1300 804 372 Mobile: +61 411 102401 anne@annemiles.com.au www.annemiles.com.au www.suitsandsneakers.global www.suitsandsneakers.tv UNBOX stereotypes for untapped opportunity - Advisory - Process, content & strategy audit - Team workshop and accountability - Speaking - Training for marketers, creatives, strategists and support - Content and resources - Advocacy

UNBOX AUSTRALIA: Removing Unconscious Bias from the marketing process

UNBOX AUSTRALIA: Removing Unconscious Bias from the marketing process

UNBOX AUSTRALIA: Removing Unconscious Bias from the marketing process

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UNBOX AUSTRALIA: Removing Unconscious Bias from the marketing process