The WARC Podcast Unilever's marketing refresh and the rise of B2B creators
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Jul 8, 2025 Esi Eggleston Bracey, Chief Growth and Marketing Officer at Unilever, shares insights on the company’s marketing refresh and its innovative influencer strategies. Brand consultant Eugene Healey delves into the rise of B2B creators and the cultural role brands play. Katrina Sturton-Dodd, Editor at Contagious, discusses standout campaigns from Cannes, like the impactful initiatives by Indian Railways and AXA. Together, they explore the shift towards human-centric marketing and the importance of cultural engagement in today’s branding landscape.
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Many-to-Many Brand Communication
- Brand building fundamentals stay the same, but media, technology, and culture are rapidly changing how brands connect.
- The shift is from one-to-many communication to many-to-many, with brands embedded authentically in culture.
Dove's "Share the First" Campaign
- Dove's "Share the First" campaign encourages women to share their first photos before posting.
- Partnering with pop singer Bebe and local nano influencers made the campaign culturally embedded and authentic.
Authenticity and Value in Culture
- Brands must show up authentically and add value to culture to be accepted.
- Using creators who personify the brand authentically helps brands gain credibility in culture.