Unilever Hammer and tongs
Unilever Global, you may or may not know, is in the middle of a massive marketing efficiency drive, reducing its ads by 30% and cutting back on the number of agencies it works with in order to save some €6billion in promoting the brands it holds dear. This is not going to stop Le Grand Bleu investing in other areas, however, oh, no, and foremost among these is innovation, driven out of a beardily-named hub called the Foundry, which sprang fully-formed into the world in 2014, wearing a fitted Lumberjack shirt and some vintage Japanese selvage jeans. And the Foundry’s next big idea is that corporates, like Unilever, should begin working in the same space as start-up businesses because, say Unilever, “start-ups are now widely recognised as invaluable sources of innovation, fuelling growth and providing pioneering business solutions.”
Comment: New paradigm stuff, of which there is an encouraging amount about these days.