The Feldwick Factor: How effective is 'more magic, less logic'?

Paul Feldwick

Unilever recently announced that it wants 'more magic and less logic' in its advertising. What are its chances of achieving more effective campaigns through this programme?

Nigel Beard, former global account director on Unilever accounts

At the beginning of November, Unilever's marketing chiefs made a high-profile announcement of a new ten-year plan to improve the creativity of their advertising. They wanted, they said, 'more magic and less logic', and to give marketers 'the right to failure'. Most commentators seemed to take this positively. I worked on a global Unilever brand between 2000 and 2005, and I've talked with many people from Unilever agencies since then, so I know that there will be widespread sympathy for Unilever's intentions in this. As I know only what little has been quoted in the trade press, it would be presumptuous of me to predict how far this initiative will succeed. But I do have some thoughts about the choice of language that is being used, and based on that I wonder how far Unilever will achieve the deep cultural change here that I suspect it needs to fulfil its real potential.