Some energizing news in this morning’s Ad Age: Unilever’s New Leader proclaims “You Can Expect Change”.
Going forward, Unilever’s Paul Polman is apparently seeking broader adoption of “Alternative Communication Vehicles.”
“The challenge for all of us in the industry is to continue to find better and creative ways to connect with the consumer … as P&G used to say, when and where consumers are receptive. Companies that do well anticipate that. And Unilever has some wonderful examples of where they are starting to do this. The same examples you will find in other companies. Some companies talk a lot about having moved out of conventional TV into alternative media, but then when you look at the numbers, you don’t see it. I think if you look at Unilever, you already see a faster move toward alternative-communications vehicles. The challenge for companies like Unilever is how to get these best practices more broadly implemented across the organization.”
Music to my jaded ears Mr Polman!