The article discusses a conversation between Matt Britton and Ryu Yokoi from Unilever North America, highlighting the transformative impact of AI and retail media on consumer packaged goods marketing. Unilever's shift from traditional brand management to a data-driven, agile marketing approach is emphasized, particularly in how they utilize consumer signals and influencer partnerships. Key strategies include optimizing for digital presence and aligning media with e-commerce to enhance insights and return on investment, all while adapting talent to a fast-evolving landscape.
As AI and data tools rapidly democratize marketing, Ryu emphasizes the need for curiosity, collaboration, and adaptability.
Unilever has reshaped its media and marketing structure to reflect the new reality of converging data, commerce, and media.
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