Change and Transformation in the Private Sector
A global marketing transformation programme, co-designed with marketers, ensuring 6,000 colleagues can focus on higher-value marketing work and rediscover the joy of marketing.
Unilever manages more than 400 brands across 190 countries and has a reputation for its marketing prowess. After a period of market disruption and intensifying competition, it needed to reshape how its marketing function operated to regain momentum and focus on increasing growth.
Unilever selected Capgemini Invent to lead the biggest marketing operations transformation in its history. It was designed to reinvent how Unilever delivers marketing at scale and enable increased growth by standardising processes, simplifying ways of working and using AI to handle operational tasks at scale.
This transformation aimed to unleash marketers ‘superpowers’, removing duplication, freeing them from admin and refocusing them on driving growth and strategic activity that allowed them to meet Unilever’s ambition to achieve ‘desirability at scale’.
Capgemini Invent designed a new way for delivering Marketing Operations through an AI-driven hub model that mapped thousands of processes into a standardised global design. Seven offshore delivery hubs support administrative tasks, enabling marketers to focus on designing breakthrough innovations and leverage impactful consumer insights. By co-designing with marketers, for marketers, we accelerated adoption and established a one-team mindset across the programme.
We launched a best-in-class change management programme tailored to the needs of different markets, with success underpinned by the embedded local network created on the ground.
The programme is live in 62 markets across North America, Latin America, Africa and Asia, unleashing up to 10% efficiency gains. It is now recognised as the blueprint for how Unilever runs centralised business services globally.
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