Media Lab Launches

The world is filled with marketing execs who have their heads in the sand when it comes to how technology is transforming consumers lives, marketing and business in general. They may read about the changes and hear about them, but as we’ve said over and over if we really want to become groundbreaking marketers we need to experience what our consumers do. We need to “live the space” But as we are all too aware, there can be many barriers to us living the space…firewalls, our age, complexities, etc…but we proved today that we will not be deterred. In a historically significant moment, we launched the first ever media lab within Unilever. Some of our agencies have labs as do some of our suppliers (not all by a long shot but some) but we’re making it crystal clear that its not just up to our partners but that its up to us to learn this new space…we have to be accountable ourselves for driving the necessary change. We had a great day…as Asad Rehman & Simon Ruparelia took 5+ global brand teams through some of the newest technologies. Some were leading edge, some more common..but it was all new to most of us…We’ll take 5 more brands through it tomorrow and three more the day after…On average about 20% of the brand people had known about any of the devices we showcased and our goal is to get that to about 75% when these sessions are over. This is the first step in a long and relentless program (IMP) we’re implementing to make sure our brand teams are prepared and have the tools to revolutionize 21st century marketing and exponentially increase our brands connections with consumers and ultimately drive sales. We will be presenting landscape changes and IBC overviews at all GBT’s, providing the teams a disciplined approach to digital (consistent umbrella digital strategy), workshops on the “how to” using their actual brand objectives, quarterly themes (learning on social media, mobile, entertainment) that will include speaker series broadcast via webcasts, wiki and case sharing days, white paper guidelines & a new and improved digital agency roster to work with. P&G may have owned TV for the last 50 years (a few markets notwithstanding)but this is our time. This was a truly collaborative effort that included strong efforts from Anna Creed of the marketing academy, Simon Ruparelia our IT business partner and O&M. But special recognition needs to go to Asad Rehman for leading, building and presenting this effort from beginning to end. He worked tirelessely to get the lab up and running in time for the dates we set to take the brands through it. Great job Asad! - Babs