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What are anti-personas and how are they used?

Customer personas can help marketers identify their target audience, as well as the type of content or kind of service that will be of value to them.

But what about the customers you really do not want to target? These people are also known as anti-personas, or negative personas if you prefer.

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A day in the life of… Executive Creative Director at Wunderman UK

Abi Ellis is Executive Creative Director at Wunderman UK, a global digital agency that combines creativity with data.

She has more than 20 years’ experience as a creative director, and talks about her role with passion, vim and quirky humour. Econsultancy caught up with her to find out about a day in her life.

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