Charlotte McEleny
Jun 30, 2015

Unilever: start-ups are pioneering the future of marketing

After taking 50 of the best marketing and ad tech start-ups to Cannes, Marketing caught up with Unilever Foundry's Jeremy Bassett to discuss why start-ups are so crucial to the FMCG brands' marketing strategy

Unilever: start-ups are pioneering the future of marketing
 
Many brands ‘talk the talk’ when it comes to tapping into the power of start-ups and it was certainly a key theme throughout the Cannes Lions festival last week. But few brands ‘walk the walk’ as much as Unilever, which took no less than 50 marketing and ad tech start-ups to the South of France for the festival last week.
 
"We realised start-ups are pioneering the future of marketing and as the world’s second biggest advertiser, we want to be connecting with them to help start-ups to scale-up, so that together we can pioneer the future," said Jeremy Bassett, director of the Unilever Foundry.
 
The Foundry50 project started as a competition, a joint partnership between Unilever and Cannes Lion Innovation, to seek out the 50 winners to take to the event. During the festival these start-ups were involved in talks, demos and met with key Unilever stakeholders, including marketers and agencies.
Source:
Campaign India

Related Articles

Just Published

6 hours ago

Parle retains top spot as India’s most chosen ...

Britannia clinches OOH leadership hat-trick, as per the Worldpanel Brand Footprint India 2025 report.

6 hours ago

AI makes space for risk — if creatives dare take it

Landor’s global chief creative officer Teemu Suviala argues efficiency should fuel experimentation, not sameness, as advertising wrestles with AI, data obsession and risk aversion.

8 hours ago

Asia can’t win globally if it doesn’t back itself ...

Asia has the creative firepower, the campaigns, the awards. What’s missing, David Guerrero writes, is seeing, decoding, and defending each other across markets.