Unilever outlines 'more magic, less logic' fresh marketing philosophy

Unilever is to undertake a fundamental change in approach to its marketing through the implementation of a fresh 'More magic, less logic' company philosophy.

Marc Mathieu: Unilever’s senior VP marketing encouraging marketers to take risks
Marc Mathieu: Unilever’s senior VP marketing encouraging marketers to take risks

The FMCG brand-owner wants to shake up its numbers-led marketing strategy to reward marketers who are prepared to take risks and back creative ideas.

At a recent global briefing, principally featuring Unilever’s brand teams worldwide, along with roster agencies, senior marketers Keith Weed and Marc Mathieu outlined a 10-year plan. Providing that the company subsequently learned from its mistakes, they believe this would ‘enable marketers to fail’, where previously they have been ‘scared’ to do so.

Mathieu, Unilever’s senior vice-president of marketing, emphasised the need to diverge from what one source described as an ‘unthinking adherence to quantitative market research at the risk of losing some of the creative spark that leads to great creative ideas’.

The change is understood to move Unilever away from the type of model used by rival Procter & Gamble.

Mathieu, a former senior marketer at Coca-Cola, took up his role at Unilever in April. His appointment completed an overhaul of the marketing team by Weed, Unilever’s chief marketing and communications officer.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

MOST READ

BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Just published