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Marketing Week 17 April 2014

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Marketing Week 17 April 2014 1717 APRILAPRIL 2014 Opinion ..... Mark Ritson Will David Beckham joining Diageo be an own goal? Digital Strategy ..... Let’s get personal Achieve one-to-one marketing success Opinion ..... Marc Mathieu Unilever’s SVP of marketing on his personal mission The man marketing world peace Why Unilever, Skype and Innocent are backing Peace One Day founder Jeremy Gilley £3.95 MW_170414_p001 1 15/04/2014 18:07 Partnerships for peace PHOTO: ROBERT GRESHOFF 10 MARKETING WEEK 17 APRIL 2014 MW_170414_p10-14 10 15/04/2014 15:52 Jeremy Gilley | Peace One Day Why is Unilever CEO Paul Polman working with Peace One Day? Founder Jeremy Gilley talks about how brand partnerships are good for business and can promote world peace LUCY TESSERAS Achieving world peace is not the typical aim Polman is working with Peace One Day will not be satisfi ed until Peace Day has been of a deodorant targeted largely at teenage boys but alongside Innocent Drinks co-founder Richard embedded in the thinking of “every human being ‘Make love, not war’ is the slogan accompanying Reed, Ocado co-founder Jason Gissing and on the planet”. Unilever’s latest Lynx product (known as Axe brands including F1 Lotus and Skype (see To help change people’s behaviour he has called outside the UK). ‘Brands on peace’, page 13). on both the skills of marketers and the power The company is running a campaign in 50 Cynics may question how much impact one of brands. countries to promote its new Peace variant day of peace will have, but in 2007 Gilley achieved “It’s like Mother’s Day,” he says. “Anna Jarvis of Lynx. The idea stems from Unilever chief what many thought was impossible by persuading had the idea in 1908 [unconnected with the executive Paul Polman’s relationship with Jeremy the Taliban in Afghanistan to stop fi ghting for Christian festival of Mothering Sunday] but it Gilley, fi lm-maker, former actor and founder of 24 hours. As a result of the ceasefi re, aid workers only became institutionalised many years later Peace One Day, who in 2001 persuaded all United were able to enter areas normally plagued by when the corporate sector got behind it. Nations member states to sign up to Peace Day – violence and 1.4 million children were immunised “Now on Mother’s Day, we all change our a day of ceasefi re and non-violence. against polio in the months that followed. behaviour. We visit our mum, send fl owers, make Speaking to Marketing Week, Polman says this “It was a beautiful moment,” says Gilley. “I knew sure dialogue is sensitive and no one is allowed launch is more than just a funding exercise. Lynx if we could get people to stop fi ghting in one of the to upset her. We’re noticing that the same is true will work with Peace One Day to help young most complex places in the world, we could save on Peace Day. People are beginning to change people to positively infl uence their communities, lives and be optimistic about peace.” their behaviour.” culminating with Peace Day on 21 September Recognising the power and reach of big global (see ‘Measuring awareness’, page 12). Celebrity ambassadors brands beyond the traditional rattling of buckets “It is imperative for businesses to be involved The Taliban ceasefi re was only the start. Despite for charitable donations, Gilley decided to seek with organisations like Peace One Day, whose garnering the support of world fi gures such as long-term partnerships. efforts make society function better, because Kofi Annan, Nelson Mandela and the Dalai Lama, “You can’t help noticing the corporate when society functions better, businesses and persuading celebrities such as Jude Law and branding on the side of Formula One cars,” ultimately do better too,” says Polman. Angelina Jolie to spread the word, Gilley says he he says. “It’s those logos that fund them to race, 11 MARKETING WEEK 17 APRIL 2014 MW_170414_p10-14 11 15/04/2014 15:52 Profi le: Jeremy Gilley | Peace One Day Inset: Elton John at a past Peace Day concert. Right: Polman and Gilley PHOTO: ROBERT GRESHOFF ROBERT PHOTO: PHOTO: ROBERT GRESHOFF ROBERT PHOTO: MEASURING AWARENESS Jeremy Gilley approaches the promotion of Peace Day like a classic marketer, focusing on partnerships to get maximum value for both parties. “We’ve created the day, we’ve proved it can save lives and we know that when people are aware of it there’s a decrease in violence. We are working with the corporate sector to tell as many people as we can because we know that telling people that the day exists saves people’s lives,” he says. More than 470 million people were aware of Peace Day 2013, a 68 per cent increase on 2012, according to analysis by McKinsey & Company. As a result, 2 per cent – eight million people – are estimated to have behaved more peacefully on 21 September 2013. But the initiative is not all about a single day. The data shows that 73 per cent of the dialogue about Peace One Day happens so I wanted to create the same model for Alongside the advertising campaign for the Lynx throughout the rest of the year. Peace One Day.” Peace deodorant, the brand is encouraging young “It’s like climbing a mountain,” says In around 2005, Gilley started building people to have a positive infl uence on their local Gilley. “The actual climb takes place on 21 relationships with advertising agencies such communities. September but all the preparation and training as McCann Erickson. He says this created an Lynx has teamed with award-winning producer happens in the months before as you gear up effective way to meet big corporations and led Naughty Boy and online fashion retailer Asos for for the day.” to partnerships with global giants such as Coca- the UK activation, which began on 15 April, and Awareness is being driven through the work Cola, which featured the Peace One Day logo Unilever has been encouraging people around the done by Peace One Day in the education and on its products in a number of markets around world to raise money, donate time to good causes youth sectors of 197 countries. It reached 171 the world. and act in a more positive way as part of the global million people in 2013 through UN events, campaign, explains Polman. online games, Skype talks with the Peace One Corporate alliances “In Australia we’ve had a big blood donation Day team and other activities with corporate After Gilley met Unilever’s Polman – who says drive with the Australian Red Cross; in France partners. Gilley’s passion is “infectious” – the more formal we are encouraging young people to become The number of people that are aware Corporate Coalition membership structure was peace ambassadors and make music videos; of Peace Day is expected to reach 1.5 billion launched in 2013. and in Brazil we are bringing competing nations by the end of 2014. “We helped develop a more robust business together around the theme of peace,” he says. “I think we will see three billion people plan because Jeremy certainly has the ideas “We do things slightly differently in each country aware of Peace Day by 2016,” says Gilley. and the creativity but with more connectivity but within a single global framework.” “So if corporations are interested in those to the responsible corporate sector, I felt we could The corporate partnerships are focused numbers, we urge them to come forward achieve so much more,” says Polman. “I was on more than just fund-raising. because the corporate sector is key to the fascinated by how he creates these movements “It’s about what these brands do with their success of all of this.” and how we could support him because it has to workforce,” says Gilley. “It’s about their be done in partnership. It cannot be done alone.” consumers and it’s about the opportunity 12 MARKETING WEEK 17 APRIL 2014 MW_170414_p10-14 12 15/04/2014 15:52 FIVE WAYS BRANDS CAN GET CHARITY PARTNERSHIPS RIGHT 1. Get consumers involved Mondeléz International is giving customers of its Kenco coffee brand the opportunity to collect points and either support coffee- farming communities by donating books, uniforms and stationery to a Mondeléz- founded school in Honduras or help fund a water tank installation project in Peru. 2. Be innovative Choosing leading partners gives the alliance gravitas. Through its partnership with wildlife charity WWF, Coca-Cola is helping to develop more sustainable water stewardship practices for businesses. 3. Make sure all parties benefi t Innocent co-founder Richard Reed says of the work done with Peace One Day: “It has to be truly holistic. We help fi nancially and by driving awareness, but [in return] it gives our consumers a deeper brand experience so it’s a triple win.” 4. Use it to infl uence strategy A partnership can be useful at a strategic “When business level. As part of its Plan A sustainability drive, M&S works with Oxfam society functions on a number of initiatives, which it says are better, businesses vital to the strategic direction of the business. ultimately do 5. Get the partnership noticed Be proud of the work done together. Fairy better too” has been working with the Make-A-Wish Foundation for the past 10 years. To celebrate PAUL POLMAN the anniversary, it launched a big-budget TV UNILEVER ad campaign at Christmas featuring Game of Thrones star Sean Bean to illustrate the work of the charity.
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