Keynote: Media Re-Framed
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.
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Keynote: Media Re-Framed
- 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
- 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
- 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
- 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!