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Unilever aims to ‘future-proof’ marketing with new global structure22.09.2016
Unilever is to integrate its global and local brand teams into a single international function, to ensure closer co-operation between its regional marketing operations.
As first reported in Campaign, local ‘brand builders’, who previously reported to general managers in markets, will now report directly to global marketing ‘brand developers’. These senior figures will lead the strategy and positioning for brands including Dove, Omo and Axe.
It forms a part of the FMCG firm’s transition to “marketing in a connected world”.
A Unilever spokeswoman told M&M Global: “We announced in July that we would be creating a single marketing team, which is part of our transformation to become faster, simpler and more future-proofed for the connected world.”
Earlier this month, Unilever rolled out a major global ad campaign to position the company as a “global force for good”.
The TV, online and in-store campaign, called ‘Bright Future’, will run in the UK, Brazil, South Africa, and Indonesia, and puts the spotlight on sustainability initiatives by its brands, rather than just the corporate entity.
M&M Global readers voted Unilever their International Advertiser of the Year 2016 – watch our interview with EVP global marketing Aline Santos below.