What Unilever and Domino’s Pizza learnt about sticky content in Indonesia

Unilever and Domino’s Pizza share some lessons in adapting a global playbook to local rules in a market like Indonesia, during the FUTR Asia Summit in Singapore.

Being first to market, as Unilever senior global brand director Kartik Khare sees it, can be an advantage for brands, but not always for content.

“We are lucky to have brands which are very big, as we were early in the markets,” said Khare, during the FUTR Asia Summit in Singapore. “But if it’s content, being early to market is only advantageous sometimes. Most of the time, it’s about the right opportunities.”

Here are seven key takeaways from the panel discussion on content marketing, which included Domino’s Pizza Indonesia head of digital business, marketing and technology Mayank Singh, as well...

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