MERCADEO Versión en español

Keith Weed from Unilever: Trust is the magic ingredient to build brands

Manuela Walfenzao| 9 de mayo de 2016

Weed: Tenemos que darle prioridad a la marca y a la idea

The CMO at Unilever, Keith Weed, feels that in such a fragmented advertising industry, it is key to work in a comprehensive and collaborative way. We collectively need to prioritize the brand and the idea over maximizing the individual channel. This requires a huge amount of trust. Hard to achieve, easy to lose but absolutely vital to creativity, trust is the magic ingredient that builds brands that make an impact, brands that matter” he explained. Unilever Foundry works with start-ups and technology to incorporate new thinking into our brands. “This has taken a huge leap of faith to shift to a model where we don’t necessarily have to own the ideas” pointed out the CMO. “Removing the barriers of the traditional pitch-to-scaling model has released an enormous injection of creativity into our business.””Building a brand with impact simply can’t happen when you are focused only on delivering your piece of the equation. We recently launched our new Knorr campaign, “#LoveAtFirstTaste”, which reached more than five million views in the first 24 hours. Delivering this kind of content at scale requires hard graft, teamwork and a huge amount of trust. We had more than eight companies sitting in the Knorr command center seeding this creative around the world” he expressed.”Our industry is not going to stop changing. It is not going to slow down. And it is not going to get easier. But neither has it ever been so exciting. Work closer together. Prioritize the brand and the idea. Trust each other.”

Diario de Hoy

viernes, 27 de septiembre de 2024

Image

Paula Feged de Festival ElDorado: La creatividad colombiana es un producto de exportación tan fuerte como el café y las flores

Image
LATAM

• Mariana Cavalli de American Express: Buscamos conectar tanto con individuos como con empresas sdfsdf sdfdsfds sdfsdfds sdfdsf

• Nace GRANDE, una plataforma de formación innovadora para futuros publicitarios en Venezuela

• Rocknrolla.23 retrata el legado de Grupo AG con Andy García como actor principal

• Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

Image
MULTICULTURAL

• Equativ expande su división de retail media con la adquisición de Kamino Retail

• IAB Tech Lab presenta PAIR una nueva herramienta para la publicidad digital más segura y privada

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

Image
LATAM
Image
Image
Image
Image
Image
MULTICULTURAL
Image
Image
Logo IAB Tech
Image
PRODU
Resumen de privacidad

Esta web utiliza cookies para que podamos ofrecerte la mejor experiencia de usuario posible. La información de las cookies se almacena en tu navegador y realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.