May, 2015

Welcome to the latest issue of R3LATIONSHIPS MONTHLY - our ongoing email update of trends and insights into the marketing industry
Unilever's CEO Talks a New Type of Common Sense

Paul Polman stepped into his first ever CEO role at Unilever in 2009 and was somewhat of a surprise choice, after 27 years at P&G and three at Nestle.

In this excellent interview this month in the Washington Post, we were impressed with his unique approach.

  • Every week, he interviews at least two people , sometimes even fresh graduates.
  • He’s the first CEO to stop quarterly financial guidance – because he believes the company needs a longer view.
  • He’s shocked at his own pay. He notes that the salaries of his 175,000 employees worldwide is less than just the bonuses of the London financial industry.

We can all do with this fresh approach to business, marketing and life.

Read the whole interview here.

IBM’S New Study Shows the Path From CMO to CEO

A fascinating first study from IBM gives us all some clues on the best opportunities for CMO’s to progress to the corner office. Amongst several key signs:

  • The path to the corner office is through Consumer Data Conversion – the ability to convert Big Data into Smart Data is going to be key.
  • Legacy Building is more important than just Brand Building. The best companies are focused on not just long-term metrics but inter-generational conversion. One example is Disney, whose objective is to create advocacy among children who then turn into evangelists 40 years later.

See more here.


Last month, R3 invested time to assess 40 of the best examples of integrated marketing – from a process, as well as creative and results perspective. 

We identified Six Degrees of Integration as a result – the six different ways marketers are connecting with their agencies.

See more here.

R3 is a global marketing consultancy focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world's top twenty global marketers.
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