<b>Marc Mathieu</b>, Senior Vice-President, Marketing, Unilever
RoI can also be return on Ideas or Inspiration or Insight. We believe that we lead people to trust our products due to which they spend their money on our products. Therefore, it is our responsibility, as marketers, to utilise consumers’ money properly by initiating marketing activities that engage our consumers for longevity of the brand
RoI can also be return on Ideas or Inspiration or Insight. We believe that we lead people to trust our products due to which they spend their money on our products. Therefore, it is our responsibility, as marketers, to utilise consumers’ money properly by initiating marketing activities that engage our consumers for longevity of the brandAs Senior Vice-President, Marketing, Unilever, Marc Mathieu is responsible for the development of Unilever’s new global marketing strategy – Crafting Brands for Life – which supports the company’s sustainable growth ambition of doubling the size of its business while reducing its environmental impact.
Prior to joining Unilever, Mathieu was Senior Vice-President, Global Brand Marketing, at Coca-Cola, where he created the 'Coke Side of Life' global campaign and developed their sustainability platform – ‘Live Positively’. He had joined the company in 1996.
In conversation with Noor Fathima Warsia, Mathieu speaks about what has shaped Unilever’s marketing strategy, leveraging digital, marketing RoI and more… Q. You have stressed on putting people at the centre of communication. That is how marketers say they approach the communication business. What has been Unilever’s take on this?
Because we have pushed the machine a bit too far, people don’t trust marketing profession much – they always think it is about selling. If you go back into history – when William Lever launched brands such as Lifebuoy or Sunlight, it was driven by the desire to improve the life of people. The Sunlight ad went beyond the concept of cleaning dirt from clothes; it was about easing the load of doing laundry and in the process improving the life and even position of women in society. I thought it was genius to call a soap Lifebuoy – fundamentally, the belief went beyond that of a soap that kills germs and became a matter of survival. These are examples that brands have a role to play in guiding us in the difficult journey of changing behaviour.
Q. Do you see enough craft going into brand creation these days?
Q. Another one of you mantras is digital -- how can digital be leveraged more effectively by marketers?
The true beauty is when physical meets digital, as in the case of Nike Fuel Band. Digital becomes an enabler of physical on various counts, such as health and well-being. Social is a whole space of how one can understand and track behaviour change better. How sustainable living can become more desirable and rewarding through digital, is in fact one of the conversations that we are spending a lot of time on to understand better.
Q. What are the challenges that you face when it comes to brand building in a market like India?
Q. Marketing, marketing magic, marketing care – will they ever go hand-in-hand with marketing RoI?
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