Esi Eggleston Bracey’s Post

Bring your notepad, some sun cream and an open mind… and come with me on a journey, all the way back to CANNES ☀ Unilever had phenomenal Cannes results this year, but that doesn’t mean we should be complacent ! That’s why we hosted a session for our brilliant creatives across Unilever and our third-party suppliers on “Highlights and Learnings” 🤓✨ After all, the international festival of creativity isn’t just an opportunity to flex the strength of our people and our brands. It’s a time to be inspired by the work of our peers, lay the groundwork for future collaboration across ad-land and stay ahead of the curve when it comes to innovation in our industry. In the age of platforms, building effective and successful brands is a constant challenge… but a constant opportunity, too. I often say, if we want to 'Get on the Frontline', then we have to look backwards to look forwards... So, in case you missed it, here’s a sneak peek at the first five minutes of our session presentation, where I set out the context of our mission at Unilever ! Roll the footage… 🎥 #UniquelyUnilever #CannesLions2023 #CannesLions #Advertising #Marketing #CreativeAdvertising

Great news! Unilever has been awarded Cannes Lions Creative Marketer of the Year 2024! This is a huge achievement, especially since the last time Unilever won this award was in 2010. Between then and now, Unilever has won a whopping 230 Cannes Lions. This outcome is a result of a focused effort to raise the bar on creativity. Some key learnings from my experiences over the past 10 years in this space : - Link the outcomes of enhanced creativity to superior business outcomes. We have pioneered new testing methodologies and attribution models to better embed the case with General Managers. -Land a clarion call-to-action with our agency partners and internal teams. Setting upfront clear expectations backed with focus in resource allocation, perseverance, and collaboration. -Resource multi-year internal capability building programmes. Our Get on the Frontline programme with a focus on Getting Real, Doing Good and Being Unmissable with our consumers. -Move from Marketing to Mattering via more purposeful brand positionings. Transition from advertising ideas for TV to social ideas that can inspire creators and consumers alike -Build stronger partnerships with social media platforms to executing better within each platform. -Recognize great work internally via internal awards and talent acceleration. A big shoutout to all our agency partners and Unilever teams who have collectively raised the bar on creativity. We could not have done it without you! Read more about this exciting news at the link below in the comments. #uniquelyunilever.

📣 Yesterday we were at Advertising Week Europe where our CSO Clare Hutchinson chaired a panel at on enhancing brand memorability, joined by several of our clients: 🌟Talar El Asswad, Müller UK & Ireland, Treats & Desserts Lead 🌟Elise Burditt, Senior Marketing Director at Cadbury, Mondelēz International 🌟Wendy Duggan, Director of Marketing, Primark 🌟Steve Parkinson, Brand and Marketing Director, Allwyn UK The session delved into the debate: Is it more important for brands to be noticed or remembered? The key takeaways from the session include: The Importance of Brand Memorability: Understanding why brand memorability is crucial in today's changing media and cultural landscape. Insights from Memorable Ads: Panellists discussed memorable ads from the past, examining what made them stand out and what lessons can be applied to current advertising strategies. Attention vs. Equity: Exploring what people might consider more valuable in advertising—capturing attention or driving brand equity. #AWEUROPE2024

I had the distinct pleasure of sitting with Kantar BrandZ for an in-depth conversation about global brands through the lens of PepsiCo's iconic portfolio -- what makes a brand valuable, the role of brands, how to stay relevant, deploying distinctive assets in a consistent and connected way, how the best-of-the best do it and so much more. I believe brands have a bigger role to play than before and at PepsiCo we talk about Positive Brands. We want to inspire people to make better choices for them and the planet. We are developing programs that leverage the scale and power of our brand marketing to accelerate our sustainability journey and connect with consumers. And we recognized brands are only relevant to people to the degree that they connect to something meaningful in their lives; something bigger that connects to core human needs like community, security, control, connection, enjoyment, etc. When it comes to deploying distinctive assets, we have to be very humble as marketeers. Memory structures, distinctiveness, brand meaning is built over generations. As marketeers, we stand on the shoulders of the giants that went before us. I'm very humble to the generations of incredible marketeers who have built these brilliant brands. Thank you Kantar for recognizing PepsiCo in the BrandZ Top 100 Brands Global Report 2024. Check out the full conversation: https://lnkd.in/eE3mtGxZ #PepsiCoProud #BrandZ #Kantar

This article in which Unilver leaders share their thoughts on deploying creativity to connect with culture is truly worth a read. Having done many of my best campaigns for their brands Knorr, Vim and Sunlight over the years, allow me to share 3 things about their culture that made a difference. 1 They were always after the emotion behind the product itself. My writer’s sense in the early days was that Proctor and Gamble’s products had way more R&D behind them. They really could get clothes “whiter than white.” So Steven Creet and Michael McLaughlin wrote a Sunlight campaign freeing women from the the guilt by showing them doing family things accompanied by the line “we know you have more important things to do than get clothes whiter than white and cleaner than clean.” Then, came that tag line… Sunlight. Clean as need be. My jaw still drops when I consider how far ahead Unilever was in its appreciation of emotional white space. 2 Their President could talk the creative language with the best of us. Peter Elwood was the most inspiring CEO I have ever come across. And in a nanosecond, it was obvious that he loved advertising and the people who made it. He not only talked ideas, he could talk about typography,photo lenses, the newest directors and the thousand other little details we fuss to make it great. We knew the passion went straight to the top. 3 Finally - and so apropos for these times!- they understood the value of keeping their agency partners healthy! We worked in true partnership. We were made never to settle. We were valued, emotionally and financially. Now to think I felt all this when I worked for them years ago, and now, here they are Client of the Year again is telling. It’s proof that creativity’s greatest accelerant is, and always will be, culture. Congratulations Unilver. Study them, everybody else!!

Get an exclusive peek inside the judges' room as the APAC Effie Awards team joins Rajeev Sathyesh, Brand and Business Development Director at The HEINEKEN Company APAC.👇 Gain valuable perspectives on the judging experience and uncover the secrets of selecting the best campaigns — from a jury member. https://lnkd.in/dCs4jzX9 #marketing #marketingadvice #marketingtips #marketingstrategy

5 Game-Changing Takeaways from the Marketing Masters of Iconic Brands For the next five days. Five takeaways. Here we go... Day 1: Acts, not Ads. At this year's #MastersofMarketing conference, industry leaders from Gabrielle Wesley of Mars Wrigley to Shakir Moin of The Coca-Cola Company emphasized 'Actions speak louder than words'. The most impactful brands don't just advertise; they actively shape culture... Get all 5 takeaways here: https://lnkd.in/d5PTwX8U #BrandPurpose #ActsNotAds #MastersofMarketing #ANA #actionsmatter #cocacola #marketingadvice

Celebrating 5 Years of a Fruitful Partnership with Pernod Ricard! 🥂 As we mark our 5-year anniversary of working closely with Pernod Ricard, it's a moment of reflection and gratitude. Our journey with this global giant in the wine and spirits industry has been nothing short of transformative. A Glimpse into Our Collaboration Pernod Ricard, the world's second-largest wine and spirits seller, operates in 73 countries and distributes its premium brands in 160 countries worldwide. Brands like Jameson, Absolut, Havana Club, and Malibu are just a few jewels in their crown. Their ambition? To lead the global alcohol industry. Our collaboration began when Pernod Ricard embarked on their digital transformation journey. They aimed to enhance their media management skills and processes, which were pivotal to their business performance. Given the decentralized nature of their operations, there was a need for consistency in media management across the board. The Abintus Touch We at Abintus took on the challenge headfirst. Our approach was holistic. We began with a 360-degree diagnostic assessment of their current media performance. The insights derived from these assessments paved the way for a strategic solution that was both cost-effective and impactful. This led to a series of media agency pitches aimed at enhancing media transparency, accountability, and overall performance. Additionally, we developed a training platform with online media management courses and a guidebook, ensuring uniformity in media management processes across Pernod Ricard. Colin Kavanagh, Chief Marketing Officer at Pernod Ricard, aptly summarised our partnership: "Certainly we've been able to identify some critical insights... The idea to partner with Abintus was definitely the right decision. Absolutely no doubt about that." Here's to Many More Years! As we raise our glasses to this milestone, we're filled with anticipation for the many more years of collaboration ahead. Thank you, Pernod Ricard, for trusting us with your vision. #SuccessStory #Partnership #MediaExcellence #Advertising #Media

Brilliant brand building: 1. Simplicity 2. Connection 3. Consistency 🙌

Cadbury's Worldwide Hide campaign stands as a testament not only to both creativity and emotional connection, deeply rooted in an understanding of consumer relationships, but also to effective campaign strategy. Cadbury's ability to sustain and enhance the campaign annually is commendable as they embark on their fourth consecutive year of redefining the Easter egg hunt experience. Rather than succumbing to the allure of constant change, Cadbury has chosen a path of continuity and evolution. Each year builds upon the foundation laid by previous iterations, showcasing innovation and refinement that keeps their audience captivated. This dedication to maintaining continuity while injecting new elements highlights Cadbury's commitment to authenticity and relevance. It demonstrates the power of consistency and thoughtful progression by staying true to the campaign's essence while embracing fresh ideas. Cadbury's approach inspires in a world where novelty and creative impulses often overshadow longevity, proving that sustained success often lies in the delicate balance of change, consistency, and progression. #brandexperience #brandbuilding #marketing #creativity https://lnkd.in/gCBbYxui