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Hrl'rl m'll'hll In I - .uu Imu'rl I n..- n UStudio the Unilever onsite marketing success Issued by: OLIVER How was Unilever able to invest an additional 250 million into media buying and in store advertising? lt slashed the number of agencies it worked with. then collaborated with Oliver to boost brand performance. By combining the best elements from inhouse and external agencies a concept called onsite they formed UStudith started with three agency sites in 2016 and has since grown to over 20 countries. What are the reasons behind this meteoric success, even in constrained markets such as South Africa? The UStudio story is about global reach, inhouse brand partnerships and being part of the family. A new digital approach Unilever felt it was not receiving the full benefits from many of its marketing ventures. lt wanted to address this, invest more in its digital channels, bring internal stakeholders closer to marketing and realise savings along the way. After consolidating its agency roster, Unilever looked to boost its inhouse capabilities. But instead of hiring new staff. it put out an RFP looking for an on site partner that could fulfil its new vision. "It was a global strategy.\" explained Ashveer Mahabeer, Durban UStudio Editor 3: D2.0 Lead. "The UStudio approach is about creating networks and drawing on those to help work on brands. It's about more creative diversity.\" lCIJIliver, a creative agency and pioneer of the onsite model, successfully applied this approach and in 2016 the first three UStudio sites were launched. Within a year, Unilever would boost its strategy further and the number of UStudios mushroomed to cover more than 20 countries. One of these is located at Unilever South Africa's headquarters in Durban. This microcosm of the UStudio universe demonstrates why Unilever and Oliver's inhouse brand partnerships have been so successful. UStudio blends the worlds of external and inhouse agencies. Oliver creates a team that works onsite with the client. Unilever. This gives Unileverthe immediate proximity of its marketing capability, yet the operational demands managing costs and talent are Oliver's responsibilities. The UStudio team can be on the ground, more effectively understanding the brands and customerjourneys, and responding with nuanced marketing. It's a potent mix that operates well on all levels. says Candice Siege, Executive Operations Director at Oliver South Africa: \"UStudio embodies and drives Unilever's digital agenda. It fed off the global brief for needsbased content but is handled by a local team with a lot of autonomy. This is working well UStudio Durban started with 4 people. now at lTonsite. and continues to grow." Meeting modern content demands Uni lever's strategy is motivated by marketing content that is more relevant, responsive and personalised to suit the fastmoving. digitallyfuelled world of modern consumers and most companies wish for the same. So, why is UStudio such a success? By being truly global. in every sense of the word. Every UStudio can tap into a partner studio at various Unilever sites to generate the best results. Each is focused on local requirements. yet are able to lean on other UStudio sites for ideas. support and talent. This makes the content vibrant and interesting, not to mention helps circulate ideas that work. UStudios share lessons and capabilities which are instrumental towards realising Unilever's expectations around savings and efficiencies. "The truly global factor and the local agility attracted me to UStudio,\" said Theo Spencer, UStudio SA's Business Director. "A lot of other places dictate their marketing strategies. This model and relationship are driven by local opportunities. The global strategy keeps the brand consistent. but local studios focus on local needs as inhouse brand partners. Many agencies talk about being global. but I think this is the first agency model that gets that right." (Source: httpsy'fwwwbizcommu nity.comfArticlef 196116! 19887"0I.html,lrt Date Accessed 9th September 2021) Give a critical account of Unilever's success by meeting modern content demands