Article

Helena Mcaleer
Helena Mcaleer 9 October 2015
Categories

An Interview with Jeremy Basset, Unilever Foundry

Jeremy Basset, Head of Unilever Foundry, the platform used to connect and engage start-ups speaks to Digital Doughnut about how the foundry helps and inspires start-ups ahead of Inspiration 2015.

Jeremy Basset, Head of Unilever Foundry, the platform used to connect and engage start-ups speaks to Digital Doughnut about how the foundry helps and inspires start-ups ahead of Inspiration 2015.

 



Who Are You?
My name is Jeremy Basset and I’m head of the Unilever Foundry. The Unilever Foundry is our platform to connect and engage with start-ups. As the world’s second biggest advertiser, we’re seeing that start-ups are pioneering the future of marketing and we want to connect with them, and so through the Foundry we enable our brands and start-ups to come together to pilot and then to partner.

 

What Inspires You And Where Do You Look For Inspiration?
For me, inspiration comes from anywhere, but we’re particularly seeing a lot of inspiration coming from the start-up landscape. Every day we see start-ups coming across our desk, pitching ideas that we didn’t even know we needed solutions to. I find that incredibly inspiring and it really gets creative ideas flowing very, very quickly.

 

How Do You Turn Ideas Into Reality?
The way that we take ideas and turn them into reality is through collaborating with the pioneers. We put a challenge on our website, we invite anyone in the world to apply against that and then what we do is we work out who we want to help solve that challenge with us. Then we work very quickly to turn that idea into a pilot, which hopefully succeeds and turns into a long term partnership. It’s through this mechanism that we’re not only making ideas reality, but we’re also helping start-ups to scale up and we’re also bringing transformative an pioneering tech to our brands and to our consumers.

 

Can You Talk Us Through An Idea From Inspiration to Realisation?
One example of turning ideas into reality through partnerships is with the Lynx AXE brand, the male body spray. Lynx, wanted a solution to connect with guys in a more understated way and what we came back with was this idea of Sofar Sounds. Sofar Sounds is an existing company that puts on gigs in living rooms. If you’re after an activity to do on a Friday night and you want to go to a gig, sign up to Sofar Sounds and it’s a great opportunity for you to enjoy some fantastic music in a much more intimate setting than what you’d otherwise get the opportunity to experience. It was a great fit for the brand. It was a great fit for the start-up and what we’re now doing is starting to roll it out across multiple countries and multiple cities, engaging guys all around the world around Sofar Sounds.

 

What Are You Going To Talk About At Inspiration?
I’m really looking forward to being part of Inspiration this year. What we’ll be exploring in the Unilever Foundry session is how you can take collaboration and use that to fuel your creativity. We will be exploring how, through the Unilever Foundry we’re working with start-ups, partnering them with brands and bringing creativity to our brands in a way that we’ve never been able to do before and scale it. We’ve got lots of lessons. I’m looking forward to learning from you as well and sharing experiences around this. We’ll see you there.

 

Hear Jeremy speak at Inspiration 2015, book your place now:

 

 

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
5 Off-Page Methods to Improve Your Page's Position on Google

5 Off-Page Methods to Improve Your Page's Position on Google

On-page SEO is one of the things that is on the mind of every website owner out there, and there is a good reason for that. It is one of the key factors based on which Google will rank your website, along with other factors, such as backlinks, or the quality of your content.

Joan Selby
Joan Selby 20 April 2017
Read more
Top 5 SEO Mistakes To Avoid In 2017

Top 5 SEO Mistakes To Avoid In 2017

Have you been spending lots of money on your SEO campaigns, but you don’t see the results? There are chances you could be committing some of the dreaded SEO mistakes such as keyword stuffing, using broken links, duplicate content, linking from low quality sources and more.

Rajat Tyagi
Rajat Tyagi 18 April 2017
Read more
Keeping Your Brand Up with the Trend of Digital Storytelling

Keeping Your Brand Up with the Trend of Digital Storytelling

One of the hottest trends for business is storytelling. Storytelling is becoming a vital part of any company’s marketing strategy. Here are some tips for turning your social media strategy into a social storytelling strategy.

Elizabeth Victor
Elizabeth Victor 18 April 2017
Read more