How has Unilever had to change to pursue shopper marketing?
Unilever was an early adopter of shopper marketing. Long ago, even before people were talking about shopper marketing, we were making organizational changes to really try to be leaders in the space. That organizational construct will continue to evolve. I have people on my team who are dedicated to the shopper insight function, to shopper marketing, who play a very important role with retailers in helping us to partner with them to drive mutual profitable growth. We have built an organization around this space because we know how important it is, and we continue to evolve that as changes take place in the marketplace. Who drives shopper marketing at Unilever? Shopper marketing is, obviously, a really important capability for Unilever. We have a director within my organization who runs a very large field base team. But the brand groups are also involved in shopper marketing because we see the store as an increasingly important way to reach our consumers. Just as the brand teams are thin
