Does Unilever have different advertising concepts in different parts of the world?
Indeed we do. The broad message in a campaign may retain a universal message – if it suits the sensibilities. But it will surely be altered and rectified if it crosses the boundaries of sensitivities of the region and culture. While humour for a Latin American may be more liberal, it will be not the same in other parts of the world. Would you welcome the formation of an independent body that would control advertising standards in the country/region? We work closely with all the authorities involved, especially for the brand communication purpose. In addition, considering that at Unilever we impose lots of internal checks and filters, it will be good to see an independent body with authoritative powers to control and regulate the advertising industry. PROFILE: Iain Potter Vice President, Marketing, Unilever Potter completed his degree at the University of Southampton in England, after which he started his career in sales at Procter & Gamble. Six years later, he moved to L’oreal for a ye
