1717 APRILAPRIL 2014

Opinion ..... Mark Ritson Will 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 founder £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 and branding on the side of Formula One cars,” ultimately do better too,” says Polman. to spread the word, Gilley says he he says. “It’s those logos that fund them to race,

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1 PHOTO: ROBERT GRESHOFF 7 Profi 0 4 success of all of this.” because the corporate sector is key to the numbers, we urge them to come forward “So if corporations are interested in those Day aware of Peace by 2016,” says Gilley. 2014. of end by the of Peace Day is expected to reach 1.5 billion partners. Day team and other activities with corporate online games, talks Skype with the Peace One inmillion people 2013 through UN events, youth sectors of 197 countries. It reached 171 done by Peace One Day in the education and for the day.” inhappens the months before as you gear up but September all the andpreparation training Gilley. “The actual climb takes place on 21 throughout the rest of the year. dialogue about Peace One Day happens day. The data shows that 73 per cent of the peacefully on 21 September 2013. people – are estimated to have behaved more Company. As a result, 2 per cent – eight million 2012, to by & analysis according McKinsey of Peace Day 2013, a 68 per cent increase on people’s lives,” he says. that telling people that the day exists saves as many people as we can because we know are working with the corporate sector to tell We in violence. aware of it athere’s decrease save lives and we know that when people are both parties. to onget maximum partnerships value for of Peace Day like a classic marketer, focusing Jeremy theGilley promotion approaches MEASURING AWARENESS 1 “I think we will see three billion people people billion three see will we “I think The number of people that are aware work the through driven being is Awareness says a mountain,” climbing like “It’s But the initiative is not all about a single More than 470 million people were aware “We’ve created the day, we’ve proved it can 4 _ p 1 le: 0 - 1 4

1 2 Jeremy Gilley Gilley Jeremy |

Peace One Day One Peace be done It in partnership. becannot done alone.” and how we could support him becausefascinated by howit he createshas these movements to soachieve much more,” “I says Polman. was to responsible sector,the corporate I felt we could and the creativity but with more ideas the has connectivity Jeremy certainly because plan launched in 2013. Corporatewas membershipCoalition structure –more the formal is “infectious” passion Gilley’s After Gilley met Unilever’s PolmanCorporate alliances – who says the world. around of markets a number in products on its Cola, which featured the Peace One Day logo such as Coca- giants global with to partnerships way to meet bigeffective and led corporations as McCann Erickson. He says this created an agencies suchadvertising relationships with Day.” One Peace so I wanted to create the same model for In around 2005, Gilley started building “We helped develop a more robust business AKTN EK17 APRIL 2014 MARKETING WEEK 12 consumers and it’s about the opportunity workforce,” says Gilley. “It’s about their fund-raising. just than on more framework.” global a single within but “We do in differently slightly eachthings country theme ofthe together around peace,” he says. and in Brazil we are bringing competing peace nationsand ambassadors musicmake videos; we young are encouraging people to become drive with the Australian Red Cross; in France campaign, explains Polman. and act in a more positive way asworld partto money,raise the of donate time around to the good causes people global encouraging been has Unilever the UK for activation, Asos retailer whichfashion beganonline and Boy on Naughty 15 April, and communities. people to have a positive infl young encouraging is brand the deodorant, Peace “It’s about what these brands do with their their with do brands these what “It’s about The corporate partnerships are focused donation blood abig had we’ve Australia “In producer award-winning with teamed has Lynx Alongside the advertising campaign for the Lynx Day concert. Right: Polman and Gilley and Polman uence on their local Inset: John Elton Inset: at a past Peace 1 5 / 0 4 / 2 0 1 4

PHOTO: ROBERT GRESHOFF 1 5 : 5 2 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.

[brands] have to create the kind of world we good. Businesses need to have an impact ultimately want to live in. They have so much on the world; that’s what gets your workforce BRANDS ON PEACE power and so much reach, which is really good fi red up and that’s what keeps them loyal. news for peace.” “Because the more money they make your “The window of opportunity afforded by just company, the bigger difference that company one day of global peace results in widespread Financial formula can make in the world.” humanitarian work across a range of issues, When formulating the fi nancial structure Richard Reed, co-founder of Innocent Drinks, including health and the environment.” of the Corporate Coalition, Gilley borrowed once has long supported the Peace One Day effort Paul Polman, chief executive, Unilever more from Formula One, working with former and says being involved with the organisation head of sponsorship and marketing for the has been “hugely good for driving employee ”Innocent gives at least 10 per cent of profi ts Williams racing team Jim Wright to build a more engagement”. to charity to help tackle hunger in the poorest solid return-on-investment model for members. “For Innocent to be playing a small part in countries. The more you help with basic Wright introduced a tiered subscription plan what Peace One Day is achieving is incredibly needs, the more you cultivate the conditions for corporates: $80,000 (£48,000) for bronze, motivational for people who work in the for peace to prosper. It’s only when people $150,000 for silver and $250,000 for gold. company,” he adds. don’t have access to the things they need that Depending on the level of investment, brands But there are other reasons to be involved, says they have to take more desperate measures.” receive image rights, fi lmed interviews, Reed. “The left brain is doing it to drive awareness, Richard Reed, co-founder, Innocent bespoke case studies and a number of personal brand experience and employee engagement, appearances by Gilley for internal and external while the right brain is doing it because you ”If we do things that are good and worthy, the communications purposes. Gold members also believe in the mission and want to play a part people who work for us are happier and our receive ownership of a Peace One Day global in helping the world to become a less violent customers feel differently about us because initiative. place.” we stand for something they can relate to.” “For me, charity isn’t really the answer,” says Gilley’s current focus is the Democratic Jason Gissing, co-founder, Ocado Gilley. “It’s the concept of doing well by doing Republic of Congo (DRC) and the Great Lakes

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MARKETING WEEK 17 APRIL 2014

MW_170414_p10-14 13 15/04/2014 15:53 Profi le: Jeremy Gilley | Peace One Day PHOTO: ROBERT GRESHOFF

Jeremy Gilley “Any THREE MILESTONE DATES ..... company FOR PEACE ONE DAY Founder Peace One Day not investing in 1999 a more peaceful Peace One Day launches to a crowd of just 114 people at the Globe Theatre Marketing Week (MW): What kind of impact world is behind in have the corporate partnerships you’ve created the times” had on Peace One Day? 2001 Jeremy Gilley (JG): It’s absolute survival. JEREMY GILLEY All member states of the agree If it weren’t for these corporations, we wouldn’t PEACE ONE DAY to an annual day of ceasefi re and non-violence be here today. We’re a non-profi t organisation so it doesn’t make a difference to my salary 2007 if we make £100,000 or £200,000 this week, but All fi ghting in Afghanistan stops for a day it will make a massive difference to the people we on 21 September, enabling 1.4 million children touch around the world and the people who are to be vaccinated against polio going to be inspired to participate in life-saving activity. We’re about coming together as one – separate from politics and religion – and moving Jude Law at towards a moment of global unity. a Peace Day MW: How collaboratively do you work with concert at the Corporate Coalition members? Wembley JG: We get in a room and work it out. It’s all in 2012 about bringing corporations that care about a more peaceful and sustainable world into our network and working alongside them to inform people that this day exists. MW: How important is it for brands to promote sustainability and peace in addition to their brand message? JG: It’s fundamental. Any corporation that isn’t investing in a more peaceful and sustainable world is behind the times. It’s about doing well by doing good. You can do well and you can do good but the two things should go hand in hand. Any corporation that doesn’t have that type of philosophy is going to lose out. We’re living in the most peaceful time we’ve ever been in and that’s driven by the corporate sector. They know that peace is good for business because it means you can trade. If the corporate sector supports us to create peace, it’s good news for their profi ts and it’s good news for the world.

region of Africa. Aided by a $10m donation organisation has made in promoting peace “[The only time I] completely shut off is when from Howard G Buffett, the former director in areas of confl ict, as well as what it has achieved I spend time with my little girl. That’s when of the Coca-Cola Company, Peace One Day hopes locally by reducing violence in homes and schools. everything changes. I don’t allow any phone calls to make a positive impact as part of a three-year “Each corporation has a niche area [that it wants and it’s a phenomenal quality of time. For me, campaign. to help] so we work together to create something that’s when I’m free of everything,” says Gilley, Using the power of celebrity once more, Gilley that is complementary,” says Gilley. who is also a keen wakeboarder and likes to have has recruited hip-hop star , who he describes Jason Gissing, departing co-founder of online “a good old dance” to relax. as “the Michael Jackson of Africa”, to perform supermarket Ocado, has been a supporter of Peace Gilley’s Peace One Day journey began through at the annual Peace Day concert, which in past One Day from the beginning and has been heavily his work as a fi lm-maker and he has documented years has attracted artists such as Elton John, involved in some of its UK initiatives. the evolution of the organisation since 1999 Bryan Adams, , and Lenny “We sponsored an educational source that through fi lms including Peace One Day and Kravitz. This year’s event will take place in Goma, went into primary schools and has since become The Day After Peace. a city in the east of the DRC. part of the national curriculum,” he says. He has recorded every meeting, event and “I knew when I went to the DRC and the Great “It teaches children about bullying and domestic landmark achievement, updating the story and Lakes region of Africa that Akon would be one way violence and shows them how to resolve disputes informing people of his progress daily through I could tell the entire country [about Peace Day],” peacefully with dialogue – not by resorting social media. says Gilley. “We’re doing a massive show that we to violence.” “If you put a camera in the right place at the will be giving to the radio stations and everybody right time with the right question, it holds people else for free. Because of that awareness, there Winding down accountable for their actions,” he says. “That’s will be excitement and the people in the DRC will Although it is rewarding for Gilley to know that his the power of media. know that the international community cares.” efforts are contributing to a more peaceful world, “They used to say the pen is mightier than Gilley describes the concert as a “lighthouse” it is an emotional and sometimes harrowing job. the sword but the camera is much mightier. for the wider efforts of Peace One Day and a To wind down, he spends time with his three- It’s an awesome object that can help change means of informing people about the progress the year-old daughter. the world.”

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