Unilever is 2024 Creative Marketer of the Year

By Zion Rufus

For its commitment to innovation and ensuring barriers to creativity are eliminated, the Cannes Lions International Festival of Creativity has named FMCG company Unilever as the 2024 Creative Marketer of the Year.

This recognition is well-deserved for a brand that has remained steadfast in its dedication to pushing creative boundaries and making a profound impact on both the marketing industry and society as a whole.

The “Creative Marketer of the Year” is typically awarded to marketers who have consistently delivered iconic, award-winning work over time, showcasing bravery, creativity, and innovation in their marketing solutions.

Having previously received this honor in 2010, Unilever has continued to impress with its consistent delivery of groundbreaking marketing campaigns that resonate with audiences worldwide.

Through iconic brands like Dove, Hellmann’s, and Magnum, Unilever has demonstrated unmatched creativity, bravery, and innovation with campaigns that tackle societal issues with authenticity and empathy, promoting inclusivity and driving real-world change.

At last year’s Cannes Lions, the FMCG giant garnered accolades for several brands, including Dove, Hellmann’s, Dirt Is Good (known as Persil, Skip, and OMO), Magnum, Vaseline, Marmite, and Pot Noodle.

At the 70th edition of the Cannes Lions Festival of Creativity, Unilever’s Dove brand received the Media Lions Grand Prix for its ‘#TurnYourBack’ campaign, recognized for its impactful message against societal pressures. The campaign exemplifies Dove’s commitment to inclusivity, which originated with its groundbreaking ‘Real Beauty’ campaign launched in 2004. This year marks the 20th anniversary of ‘Real Beauty,’ which continues to drive commercial success while promoting real-world change, such as advocating for the CROWN Act in the US.

Additionally, Unilever’s Hellmann’s brand stands out with its ‘Make Taste, Not Waste’ creative platform, addressing food waste issues with humor and creativity. The brand’s campaigns, including ‘Mayo Cat’ and ‘Mayo McHack,’ have been well-received and awarded at Cannes Lions, showcasing Unilever’s dedication to creative excellence.

These award-winning campaigns reflect Unilever’s commitment to creativity, driven by its marketing philosophy, ‘Get on the Frontline,’ and supported by its Creative Excellence program. Championed by Unilever’s Creative Council, led by Chief Growth & Marketing Officer Esi Eggleston Bracey, this program focuses on effectiveness education, nurturing talent, and fostering creativity.

The Creative Marketer of the Year award, introduced in 1992, has been bestowed upon notable brands such as AB InBev, Apple, Coca-Cola, and Google, recognizing their commitment to creativity and its impact on business performance.