In Singapore, Unilever and WPP have launched a first-of-its-kind on-site collaboration with Unilever Foundry and its startup community. According to WPP, the initiative sees the creation of a flexible new Team Unilever model, with specialist expertise from various WPP agencies coming together under one roof at Unilever Foundry’s LEVEL3 co-working space in Singapore to provide innovative solutions for Unilever’s 400+ brands.
“We have taken a fresh approach to the ‘Team WPP’ design. Instead of designing around the brand or the category, we have designed around capabilities and intelligence in order to solve business problems. We have access to cutting-edge technology and new products across every pillar of the Unilever marketing framework through the startup community in Unilever Foundry. We look forward to collaborating with them to deliver breakthrough models, communications and consumer connections products,” said Sudipta Roy, Managing Director, Team Unilever for the Singapore Hub and SEA.
“This exciting collaboration is the first step in laying the foundation of the marketing services ecosystem of the future. When you combine the multifunctional capabilities of WPP with agile startups, you get a strong partnership which can continue to build Unilever’s core business, and at the same time address the huge shift taking place in consumers’ lives due to technological change,” said Pier Luigi Sigismondi, President of Unilever, South East Asia & Australasia.