Giovanna Gomes, VP of Home Care Americas at Unilever, says that the company’s premise is to put the customer at the center of its actions
Highlighting that one of the main challenges she had as CMO this year was to reinvent already consolidated brands that are market leaders, Giovanna Gomes states that Unilever – owner of iconic brands such as Dove, Omo and Knorr – has the premise of putting the consumer in center of all actions.
“For this reason, we invest in identifying needs and trends to present high-performance innovations in the portfolio of our brands. Furthermore, there is still the constant challenge of adapting to the new formats and languages that each new generation brings”, reveals Unilever’s home care CMO for Latin America.
Influencing role
Bringing diversity and representation not only to our campaigns, but also to our team, is among our priorities. The Diversity, Equity and Inclusion agenda has been a constant journey for all of us for more than 15 years. As the company is present in 100% of Brazilian homes and is one of the largest advertisers in the country, we understand the role we have in influencing and accelerating the issue. Therefore, in November this year, we launched the Anti-Racist Marketing School (EMA), a Unilever initiative, in partnership with the specialized consultancies Indique Uma Preta and Oliver Press. Around 350 Unilever marketing people attended the EMA, receiving around 40 hours of training.
IA
Artificial intelligence is incorporated as a tool to enhance and amplify marketing work and, as in other areas, there are many possibilities. Creative optimization, personalization, campaign automation and performance, generation of insights and demand forecasting are just some of the possibilities. They are powerful tools that allow us to be more agile, flexible and assertive.
Read the full article in the issue of propmark December 9, 2024
