The Loeries Creativity Q&A: Insights from Unilever marketing guru Yaw NsarkohIn this week's exclusive Loeries Creativity Q&A series for Bizcommunity.com, Sindy Peters chats to Yaw Nsarkoh, MD of Unilever Nigeria. Yaw Nsarkoh
Yaw Nsarkoh: If we define innovation and creativity in the full context of serving consumers by providing solutions that improve their lives, then this question is moot. Our world is not at a steady state and brands have a major role (or can play a major role) in restoring some of the lost equilibrium. Innovation and creativity best make a difference when they enable brands to "understand consumers and serve consumers" as human beings in their fullness and with dignity and integrity.
Nsarkoh: Successive years of economic growth (even if not as inclusive as we would all want) as well as a trend of improving governance - relative to the dark days of a stark, naked absence of democratic rule, has gained global attention for Nigeria. Nigeria will remain attractive as a result of demographic factors (large youth population, fast growing population, etc)
Nsarkoh: Dove - Simple idea, delivered with integrity.
Nsarkoh: All certitude must be viewed with some suspicion - keep humble.
Nsarkoh: Evian - Live Young Forever. Simplicity of the campaign in a category that could be as close to commoditisation as any other. Simplicity based on true insight (people associate drinking water with healthy living). What Evian achieved is to take this and do truly creative and engaging stuff with it, so that a category that could be as boring as water became electric. |