Unilever's new marketing formula: Iˆn

This event report addresses how Unilever, the FMCG giant, is ramping up its efforts to reach individuals, leverage influencers and deliver meaningful impacts.

Unilever's new marketing formula: In

Stephen WhitesideWarc

Marketing has always blended art with science – and Keith Weed believes brand custodians navigating today's complex digital ecosystem should base their strategies on a (deceptively) simple formula.

"If we look at 'I to the-power of-N', I think we can explore what's going on in this technology-driven world," Weed, who is Unilever's Chief Marketing and Communications Officer, told delegates at the 2016 Cannes Lions International Festival of Creativity.

"I believe the future of brands is best represented by In."

As an engineering graduate, Weed is as comfortable with granular...

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