The WARC Podcast The Effective CMO: Dirt Is Good
Jun 26, 2025
Tati Lindenberg, Chief Brand Officer for Dirt Is Good and marketing leader at Unilever, shares insights on global brand localization and effective partnerships. She discusses balancing creativity with measurable outcomes, highlighting campaigns like Wonder Wash. Tati also emphasizes the importance of integrating short-term gains with long-term brand strategies and details the brand's evolution over two decades. Innovative collaborations with Arsenal FC are explored, showcasing campaigns that tackle emotional connections and social issues in sports.
AI Snips
Chapters
Transcript
Episode notes
Balancing Growth and Impact
- Marketing effectiveness requires balancing commercial growth and cultural impact.
- Combining performance and shifting culture achieves optimal campaign results.
Early KPIs Empower Creativity
- Embed clear KPIs early in campaign or innovation development.
- Balance KPIs to avoid constraining creativity while aiming for measurable goals.
Creativity vs KPIs Challenge
- Creativity struggles under strict product-focused KPIs in laundry marketing.
- Social-first, open briefs boost creativity but challenge setting right KPIs and measuring impact.