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image credit: Sean Biehle / Flickr

Marketer of the Year: Unilever

December 9, 2020

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Measuring marketing success in 2020 comes with some heavy caveats, as no business has weathered the year without experiencing disruptions related to the pandemic, protests or whorl of discord around these developments. But if the boat has been rocked for Unilever, the fast-moving consumer goods giant hasn’t really shown it, even as it goes through a structural unification to boot.

In both its consumer-facing messaging and on critical business fronts like e-commerce, the marketer behind household brands such as Dove, Ben & Jerry’s and Hellmann’s has made the most of a volatile moment, going a step further than competitors to forward important social discussions while investing in the back end in technology that meets the needs of homebound consumers.

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