Summary
'How do we step-up our creative capabilities?' was a stirring, if challenging, gauntlet from Unilever.
We needed to identify answers to industry challenges: What makes some teams more creative? Can current creative development processes be audited to identify strengths and weaknesses? Can a gold standard of 'Winning Ways' be articulated? Can we proactively raise the creativity bar? Unilever's Content team and Brandscapes collaborated to design solutions companywide.
Brandscapes conducted interviews across marketing/brand custodians, insight/advertising professionals, and research experts across geographies. Content on strategies and structures from social media was used to piece this together. Several...