Unilever's VP of Global Media Innovation presented at the IMEDIA Agency Summit in Scottsdale, Arizona in December 2013. The presentation discussed how Unilever has re-framed its media strategies and organization to better address the transformed media landscape due to the internet. Key changes included creating a Global Media Innovation Team, re-framing global media partnerships, agency roster, spending, and how technology is used. Examples were provided of how specific brands have re-framed campaigns for social media and mobile. Results from 2013 showed significant growth in digital metrics and awards won across countries and categories. The presentation concluded by looking ahead to what is next for Unilever from 2013-2015 to continue innovating in media.

1. MEDIA
RE- FRAMED
UNILEVER 2013
TO: IMEDIA, AGENCY SUMMIT, SCOTTSDALE, ARIZONA
BY BABS RANGAIAH, VP GLOBAL MEDIA INNOVATION
TWITTER: BABS26
DECEMBER 2013

2. THE INTERNET HAS TRANSFORMED ALMOST EVERYTHING

3. WHAT WE’VE DONE
TO ADDRESS…

4. REFRAMED THE ORGANIZATION
•
Created Global Media
Innovation Team
4

6. RE- FRAMED GLOBAL MEDIA PARTNERSHIPS
”STANDING ON THE SHOULDER OF GIANTS”

7. PARTNERSHIPS

8. REFRAMED SPENDING
Spend (%)

9. REFRAMED OUR AGENCY ROSTER
• Created digital roster:
9
Google Confidential

10. DATA IS THE NEW OIL…

11. ENHANCE GLOBAL PLANNING SERVICES

12. REFRAMED HOW WE USE TECHNOLOGY
FASTER
SAFER
MORE RELIABLE
ALLOWS US TO
BETTER HARNESS
DATA
CHEAPER
MORE EFFECTIVE
SEO
“BUY NOW”
FUNCTIONALITY
REPEATABLE
MODELS

13. CONTENT MANAGEMENT: GLO-CAL

14. REFRAMED OUR SKILLS
• Digital Training Academy
• Digital Advisory Board
• Attend Key Events (Cannes, CES, etc…)
• Media Labs
• Hyper Island courses
• Exchange programs with UL ventures
and partners

16. RE-FRAME THE MEDIUM…

17. SOCIAL: DOVE AD MAKEOVER

18. MOBILE:
THE AXE WAKE UP SERVICE

19. OUR PURPOSE TO MAKE
SUSTAINABLE LIVING COMMONPLACE

20. WATERWORKS: “BRINGING IT ALL TOGETHER”

21. DOVE - REAL BEAUTY SKETCHES

22. DOVE - REAL BEAUTY SKETCHES:
THE EXPLOSION

23. #brightfuture

24. RESULTS…

25. DIGITAL SCORE CARD
2013
Brands
with global
Facebook
pages
2013
Brands with
Facebook
pages of over
a million fans
2013
Global Brands
using a digital
agency from
our roster
85%
44
100%
# of
marketers
formally
trained
by dta
Global media
partnerships
Brands on
technology
platform (% of
sales)
Digital spending
4159
8
48%
Markets with
media labs
8
Total
Facebook
Fans
133MM

26. AWARDED ACROSS COUNTRIES & CATEGORIES
ASIA MOBILE MARKETER OF THE YEAR
HUL MOBILE MARKETER OF THE YEAR
DOVE : CANNES GRAND PRIXE
AD AGE 2012 MARKETER OF THE YEAR

27. Wayne Gretzky
“
“
Don’t just go where the
puck is… you have to
go where it’s going to
be…
THAT’S OUR HISTORY…
BUT WHAT’S NEXT
2013-2015

28. START-UPS

29. Our Great Privilege & Our Burden…

30. This Is Our Time!