Page 93 - The EDIT | Q2 2017

Ideas
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Golden Rules Tracker
PHD Global Business – Unilever Strategy Unit
If we told you we created a spreadsheet so powerful that it changed the way Unilever – one of the world’s biggest advertisers — deployed their media spend, would you believe us? What if
we told you that it became so relied upon, that director bonuses at Unilever were based on the scores, and every senior leader used and referred to it?
Well you should, because this is exactly what PHD’s Golden Rules Tracker did for Unilever. It transformed all of Unilever’s global brands, and positioned PHD as a trusted consultant and partner.
As part of the process, PHD’s Global Business Unilever Strategy Unit created a set of Media Golden Rules that highlighted how to plan media efficiently to get the best ROI, covering areas such as funding, continuity and channel usage. The team also created a fully automated Media Golden Rules Tracker (GRT) — a
performance management tool that analyses all of Unilever’s media plans against the set principles, ensuring that Unilever’s goals are being met in an effective manner.
Campaign Title // Golden Rules Tracker Campaign Duration // 11.09.16 – 31.12.17
Brand // Unilever Client // Unilever
THE EDIT ISSUE 06 | Q2 2017