Unlocking the creative genie: How the content rock stars at Unilever and Brandscapes Worldwide collaborated to help the bar on creative development

Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.

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...

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