June 19, 2019 - Stephen Lepitak of The Drum writes: Newly-ointed Unilever chief executive Alan Jope [pictured] has outlined his vision for the future of the FMGC giant's marketing department, and the products it sells, saying the business will "dispose" of any brands that lack purposeful messaging.
Six months into stepping taking over from Paul Poleman as chief executive of Unilever, Alan Jope is an ex-marketer who has stepped from position president of beauty and personal care to run the business. As he shares his vision for the future, what is clear that brand purpose will be key to the decisions he takes – and he's not afraid to cull brands that don't align with his vision.
The company is currently working with Kantar to measure consumer perceptions around how Unilever brands are achieving their purpose-driven goals, and Jope says those not living up to the company's high standards set are likely to be sold off.
“We will dispose of brands that we feel are not able to stand for something more important than just making your hair shiny, your skin soft, your clothes whiter or your food tastier," he told journalists at a closed event during Cannes Lions. More...