Unilever boosts 'magic' strategy with new global hires

Unilever's Marc Mathieu has made two appointments to his global team, as the FMCG company strives to "sharpen" its creative strategy.

Unilever recruits: new VPs for brand design and brand creative excellence
Unilever recruits: new VPs for brand design and brand creative excellence

The senior vice-president (VP) of marketing, who topped Marketing’s Power 100 this year, has named Walter Susini VP of brand creative excellence and Dennis Furniss VP of brand design.

Mathieu said Susini and Furniss will work with Unilever’s global brand teams and advertising agencies to "elevate the quality of the brief and make it more daring, maximising the chances of great work".

Susini most recently ran his own brand strategy company. He was previously director of integrated marketing at Coca-Cola.

Furniss joined Unilever following the company’s acquisition of Alberto Culver, where he was senior director, global design.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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