The ‘ripple effect’ of technology at Nivea

Matthew Carlton

The impact of a brand’s use of technology may extend beyond a product or service and into organisational culture.

Will technology actually help marketing? Or is it just an arms race between ever more devious marketers and their audiences who are tooling up on tech to avoid them?

At Tug Life (London, June 2018), a strand of London Tech Week, Matt Marlow, Head of Global Digital Activation at Beiersdorf, came at this question from an unexpected angle. He talked about sweating – unusual but apt, given his position overseeing the Nivea personal care range of products that includes deodorants.

“When you get up in the morning and you take a shower and you put your deodorant on, very few...

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