Unilever is shaking up its marcomms strategy to reward employees who take greater risks with campaigns, rather than allowing their decisions to be dictated solely by quantitative data.
The consumer packaged goods giant has reportedly told its brand teams, along with roster agencies, that it wants to “enable marketers to fail,” instead of making them scared to do so.
Lisa Travatello, global brand and consumer marketing practice chair and creative director at Burson-Marsteller, which has worked with Unilever in the ...