At Unilever, a mandate for change … Now!

Geoffrey Precourt

Dr. Kristy Vance, Unilever's Global Director/Media Insight, has an upgrade to marketers' standing promise of "We're starting to have conversations about what we need to do to evolve or revolutionize our tools, because change is right around the corner."

The problem: "Change is not around the corner," Vance told the Advertising Research Foundation's (ARF) Audience Measurement 2016 conference in New York. "Change is standing in the corner, staring you in the eyes, asking, 'Where the hell have you been?'"

Moreover, she offered, change is happening quickly: "In this new digital world, we now are required to have much more personalization. That leads to a lot more content that often cannot be pretested in advance."