Unilever tests new approaches to bring brand teams together
Unilever is testing new marketing approaches that bring its global brand team members together, from R&D to branding, in order to develop ideas under its "more magic, less logic" positioning.
As part of the "crafting brands for life" marketing strategy outlined by Marc Mathieu last year, Unilever is test-driving a series of "brand immersions" and "deep dives" across global brands such as Lynx and Dove.
The sessions, which will feature 30 of the top marketers across a brand internally, will come together for three or four days and aim to get to the core of the brand and its consumer insights, in order to gain new inspiration and to develop new marketing ideas.
The new approach follows the appointments of Walter Susini as vice-president of brand creative excellence, and Dennis Furniss as vice-president of brand design, to help sharpen the company's creative strategy, as revealed in Marketing.
Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es
This article was first published on marketingmagazine.co.uk
- On-Air Creative / Creative Executive Discovery Communications Very Competitive with excellent benefits, London (West), London (Greater)
- Commercials Producer/Director Searchlight Recruitment An attractive salary is available to the successful candidate. , London (Central), London (Greater)
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Data and Insights Director - Global agency - top-tier client Ultimate Asset £65 - £75 per annum, London
- Senior Account Manager Stopgap £39000 per annum, London
- Five black Pencils awarded at D&AD 2015
- Diageo and BBH end 15-year relationship
- Campaign Viral Chart: True Detective trailer in number one spot
- Managing director Paul Hayes to leave News UK after 15 years
- Vizeum on alert as 21st Century Fox review includes £150m European media
- Pimm's launches weather activated OOH campaign