Unilever builds a new marketing framework

Geoffrey Precourt

"For marketers, change is happening so quickly that we just can't just come up with processes," Rob Master, Unilever's vice president of media, Americas and Europe, told the 2013 Association of National Advertisers (ANA) Digital and Social Media Conference in Dana Point, California. "The world just doesn't work that way any more. We have to think about how we operate.

"We don't know what the world will be like in 12 months. So we have to get out of the game of projecting the future and get a framework" that will enable brands to thrive no matter what the future may bring, he continued. With such architecture in place, "Whatever platform comes, you're prepared for it."

At Unilever, this "framework" has taken on the moniker of "Crafting brands for life."

Rob Master