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Unilever: There’s no trade-off between brand and conversion
Growth marketing mixes brand building and commerce, says Unilever marketing boss Esi Eggleston Bracey, who believes purpose should never be “one size fits all”.
Growth marketing merges “traditional marketing” with the world of DTC brands and performance, according to Unilever marketing boss Esi Eggleston Bracey.
Chief growth and marketing officer at the FMCG giant, Bracey believes marketers have fallen prey to a false division between brand and performance that goes against the principles of growth marketing.
“In the past, people perceived a trade-off,” Bracey told a media roundtable today (19 June) at Cannes Lions.
