Sadly, in the same decade, marketing has got different results and the overall market share is shrinking. Source:? 0? 2adage compilation: London H@DamnDigital (please indicate from:? 0? The two burdens of sales volume and product creativity fall on the chief marketing officer and communication Keith Weed. In 20 10, Paul Polman, CEO of Unilever, listed Keith Weed as a company executive and became a member of the executive board. When Mr. Weed was happy to see this performance result-sales increased by 7% in the first half of the year, making Unilever among the competitors-Mr. Weed was not satisfied. Mr. Wade said, "We just found a balance, and we can go further on the road of creativity." Unilever's brand strategy last year was "building a brand for life", which was intended to continue the previous brand logic and continue to convey the magic of the brand. Mr. Weed, who doesn't take the usual path, broke the old path of his predecessor and his friend Simon Clift, and simply followed his own logic of "advertising effectiveness test". Many retired employees and some senior executives of the company privately expressed that they were not optimistic about Mr. Weed's decision to do advertising effectiveness test. This is a long-standing controversy recently: some well-behaved senior consumer goods officials believe that advertising is to sell goods. At the same time, some employees in the company's creative department and marketing department think that premature testing may breed laziness. This is an indisputable fact. "I have increased the budget for pilot advertising, which has been discussed many times," Mr. Wade said. "I have enough confidence to prove that the advertisements we have piloted will be more conducive to market sales than those without pilots. There is no doubt about this. " In other words, Mr. Wade admits that company executives are sometimes disappointed with the wrong use of advertising pilot methods. Mr. Wade said: "If you only regard the pilot as a door you need to walk through, you are actually using this method wrongly. We already have a general direction. We have market strategy and market segmentation. At the same time, we also have judgments, basic theories and a series of premises and frameworks. So there are eight things for me to consider. " Even though there are many problems to be solved urgently, it is hard to blame the company for the result. Looking back on Unilever's performance in recent ten years from the recent report, Andrew Wood, an analyst at Sanford C. Bernstein, said that the company had been losing its global market share from 2002 to 2008, but had been occupying a new market share in the past three years. According to Bernstein's analysis, from 200 1 to 2005, the company's main products in the world rose from low-end products to high-end. Last year, the company ranked in the middle of the industry in food sales, ranked second after Estee Lauder in skin care and personal care, and will rank first in the field of home care. Speaking of product creativity, when Mr. Weed was dissatisfied with Unilever's award-winning performance on 20 1 1, he was very happy that the Unilever team swept 22 trophies in this year's international advertising festival. Mr. Wade said, "I've been drooling over the creative effect award in Cannes for a long time." This advertising campaign created by BBH for AXE, in Mr. Weed's view, can be regarded as the cornerstone of the global advertising award. Mr. Wade is also proud of Dove's advertising innovation. This is made by Ogilvy &; Mather's application in London won awards in electronics and public relations. Through this application, Facebook users can delete advertisements that they think will make women dissatisfied with their appearance. Unilever's "Building a Brand for Life" is probably the only one in the global strategic description of all enterprises, which not only contains imaginative ideas, but also balances the management of traditional consumer goods model positioning. Marc Mathieu, who used to work for Coca-Cola, became the senior vice president of marketing of Unilever last year, and emphasized the reason for choosing the word "manufacturing". Mr Mathieu said, "If you just want to do a trick easily, you won't succeed this time. You need practice, repetition and study to do this. You have to find someone you can trust to rehearse first. If you are a reliable friend instead of hitting you casually, you will only say such a stupid person. After that, all you have to do is prepare to perform this magic trick in front of 50 people. That's why we use process visualization, so that people will understand that magic can't happen by accident. We let magic happen as we wish. " Mr Mathieu also emphasized another balancing method of Unilever: on the one hand, introducing talents from outside, while retaining a considerable part of its own corporate culture. "Paul opened the door and said,' We need new talents to come in,'' sir,'" Mathieu said. "This is a good thing, otherwise I wouldn't be here. "A major factor is at work. Unilever has always been willing to broaden its horizons and listen to the opinions of some experts. Mr. Matthew believes: "At the same time, you need a culture to integrate the opinions of these experts, because the top experts will bring some top weaknesses, and you need a team and an internal culture to connect these experts." This is why Unilever increased its expenditure on market training after Mr. Wade took over. Another important reason is that Unilever must keep up with the emerging digital marketing. Of course, for Unilever, the marketing center in London has obviously shifted in recent years. Some people who care about the company will still add a lot of complicated things when they see the local adjustment of the company. In any case, Mr. Matthew still thinks that balance is at work. Mr. Mathieu said, "Coca-Cola used to be the center of Atlanta" and was managed by a brand. At Unilever, Mr. Matthew saw the influence of more off-headquarters marketers and cross-brand marketing. He said: "We no longer live in the same world. Great marketing was born in the West and will be sold and rooted in the East. "