Keynote: Media Re-Framed

MEDIA RE- FRAMED

TO: IMEDIA, AGENCY SUMMIT, SCOTTSDALE, ARIZONA

BY BABS RANGAIAH, VP GLOBAL MEDIA INNOVATION

TWITTER: BABS26

DECEMBER 2013

UNILEVER 2013

THE INTERNET HAS TRANSFORMED ALMOST EVERYTHING

WHAT WE’VE DONE TO ADDRESS…

REFRAMED THE ORGANIZATION

4

• Created Global Media

Innovation Team

RE- FRAMED GLOBAL MEDIA PARTNERSHIPS

”STANDING ON THE SHOULDER OF GIANTS”

PARTNERSHIPS

REFRAMED SPENDING

Spend (%)

REFRAMED OUR AGENCY ROSTER

• Created digital roster:

Google Confidential

9

DATA IS THE NEW OIL…

ENHANCE GLOBAL PLANNING SERVICES

FASTER

MORE RELIABLE

CHEAPER

MORE EFFECTIVE

SEO

ALLOWS US TO

BETTER HARNESS

DATA

SAFER

“BUY NOW”

FUNCTIONALITY

REPEATABLE

MODELS

REFRAMED HOW WE USE TECHNOLOGY

CONTENT MANAGEMENT: GLO-CAL

REFRAMED OUR SKILLS

• Digital Training Academy

• Attend Key Events (Cannes, CES, etc…)

• Hyper Island courses

• Digital Advisory Board

• Media Labs

• Exchange programs with UL ventures and partners

RE-FRAME THE MEDIUM…

SOCIAL: DOVE AD MAKEOVER

MOBILE: THE AXE WAKE UP SERVICE

OUR PURPOSE TO MAKE

SUSTAINABLE LIVING COMMONPLACE

WATERWORKS: “BRINGING IT ALL TOGETHER”

DOVE - REAL BEAUTY SKETCHES

DOVE - REAL BEAUTY SKETCHES: THE EXPLOSION

#brightfuture

RESULTS…

44 2013 8

100% 2013

8

48%

4159 85% 2013

# of marketers formally trained by dta

Brands with

Facebook

pages of over

a million fans

Global Brands

using a digital

agency from

our roster

Brands

with global

Facebook

pages

Global media

partnerships

Brands on

technology

platform (% of

sales)

Markets with

media labs

133MM

Total

Facebook

Fans

DIGITAL SCORE CARD

Digital spending

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

“ “ Don’t just go where the

puck is… you have to

go where it’s going to

be…

Wayne Gretzky

THAT’S OUR HISTORY…

BUT WHAT’S NEXT

2013-2015

START-UPS

Our Great Privilege & Our Burden…

This Is Our Time!