Unilever on the ‘tremendously difficult’ task of blending data and creativity and the changing face of loyalty
The integration of data in creative work and the creative application of data has long been on the minds of marketers looking to utilise tech-driven insights with creative thinking, and FMCG giant Unilever is no different. We caught up with Richard Bowden, global relationship marketing director at Unilever and judge of The Drum Marketing Awards to discuss how data and creativity can best work together, and how the traditional means to develop loyalty need an overhaul.
Unilever on the ‘tremendously difficult’ task of blending data and creativity and the changing face of loyalty
How do you think creativity and data can best work together? What are the biggest challenges/ opportunities you see in 2017?
In my personal opinion, creativity and data best work together when there is a real balance between the surprising intelligence data unlocks leading to truly imaginative and inspirational content that stands out and inspires consumers to pause and engage. This is a tremendously difficult thing to achieve with co-ordination of an ever-broader mix of multi-disciplined teams than ever before to work together seamlessly together – creatives, producers, data analysts, business and technology partners, programmers, planners etc.
However, the opportunities to deliver this mix of data and creativity across new channels together with more connected devices provides us with a rich palette to work from in 2017. It really has never been so good for outstanding, jaw dropping creativity.
As consumer attention spans become ever shorter, how should brands look to create long-term customer engagement?
I think it puts added emphasis on the need for brands to work even harder at getting to know what customers want and how their networks and trends influence this. It is more important than ever to seat the data and combine this with truly imaginative and relevant content. Shorter attention spans mean it is even more important to land the right proposition in that moment of time in the right context.
How is the definition of loyalty changing?
I think an honest recognition by brands that consumer’s loyalty is dynamic and fluid and with this traditional means to develop, monitor and build this needs a complete overhaul.
How do you see consumer relationships with brands changing as technology advances?
Technology provides a quantum shift in possibilities to not only engage, but invent new services or products to add value into consumer’s lives at a faster pace and with more relevance to the individual. I see technology as critical to enabling brands to simply get closer to what really matters to a consumer and seamlessly decide how best to then act on that information to serve the best experience.
Entries to The Drum Marketing Awards close on Friday 17 February. For more information and to enter visit the dedicated website.