Keynote: Media Re-Framed

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Keynote: Media Re-Framed

  1. 1. MEDIA RE- FRAMED UNILEVER 2013 TO: IMEDIA, AGENCY SUMMIT, SCOTTSDALE, ARIZONA BY BABS RANGAIAH, VP GLOBAL MEDIA INNOVATION TWITTER: BABS26 DECEMBER 2013
  2. 2. THE INTERNET HAS TRANSFORMED ALMOST EVERYTHING
  3. 3. WHAT WE’VE DONE TO ADDRESS…
  4. 4. REFRAMED THE ORGANIZATION • Created Global Media Innovation Team 4
  5. 5. RE- FRAMED GLOBAL MEDIA PARTNERSHIPS ”STANDING ON THE SHOULDER OF GIANTS”
  6. 6. PARTNERSHIPS
  7. 7. REFRAMED SPENDING Spend (%)
  8. 8. REFRAMED OUR AGENCY ROSTER • Created digital roster: 9 Google Confidential
  9. 9. DATA IS THE NEW OIL…
  10. 10. ENHANCE GLOBAL PLANNING SERVICES
  11. 11. REFRAMED HOW WE USE TECHNOLOGY FASTER SAFER MORE RELIABLE ALLOWS US TO BETTER HARNESS DATA CHEAPER MORE EFFECTIVE SEO “BUY NOW” FUNCTIONALITY REPEATABLE MODELS
  12. 12. CONTENT MANAGEMENT: GLO-CAL
  13. 13. REFRAMED OUR SKILLS • Digital Training Academy • Digital Advisory Board • Attend Key Events (Cannes, CES, etc…) • Media Labs • Hyper Island courses • Exchange programs with UL ventures and partners
  14. 14. RE-FRAME THE MEDIUM…
  15. 15. SOCIAL: DOVE AD MAKEOVER
  16. 16. MOBILE: THE AXE WAKE UP SERVICE
  17. 17. OUR PURPOSE TO MAKE SUSTAINABLE LIVING COMMONPLACE
  18. 18. WATERWORKS: “BRINGING IT ALL TOGETHER”
  19. 19. DOVE - REAL BEAUTY SKETCHES
  20. 20. DOVE - REAL BEAUTY SKETCHES: THE EXPLOSION
  21. 21. #brightfuture
  22. 22. RESULTS…
  23. 23. DIGITAL SCORE CARD 2013 Brands with global Facebook pages 2013 Brands with Facebook pages of over a million fans 2013 Global Brands using a digital agency from our roster 85% 44 100% # of marketers formally trained by dta Global media partnerships Brands on technology platform (% of sales) Digital spending 4159 8 48% Markets with media labs 8 Total Facebook Fans 133MM
  24. 24. AWARDED ACROSS COUNTRIES & CATEGORIES ASIA MOBILE MARKETER OF THE YEAR HUL MOBILE MARKETER OF THE YEAR DOVE : CANNES GRAND PRIXE AD AGE 2012 MARKETER OF THE YEAR
  25. 25. Wayne Gretzky “ “ Don’t just go where the puck is… you have to go where it’s going to be… THAT’S OUR HISTORY… BUT WHAT’S NEXT 2013-2015
  26. 26. START-UPS
  27. 27. Our Great Privilege & Our Burden…
  28. 28. This Is Our Time!

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