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In the last few years, a small handful of names have
appeared consistently on the Creativity Awards Report's
top marketers list.Nike? Yep. Adidas? Check. VW? Uhhuh.
And then there's a cheeky packaged goods client that
has stubbornly cracked the top ten for the last three years
(reaching the number two slot in 2005 and number three
last year).Unilever has become the ad industry's unlikely
creative powerhouse and media trailblazer, with a range of
extraordinary work for multiple brands, most prodigiously
Axe/Lynx and Dove. The credits are formidable: think
awards blockbusters like Lynx "Getting Dressed" from BBH
London;"Vim "Prison Visitor" from Zig Toronto; the Lynx
Jet project from Lowe Hunt Sydney. Then there was the
mold-breaking piece of TV content, Axe Gamekillers out
of BBH New York (picked up as a series by MTV ) and,
last year's Axe3 campaign from VegaOlmosPonce and, the
big momma, Dove "Evolution" (the latter two projects
claiming three Cannes Grand Prix among them—
Integrated for Axe 3 and Cyber and Film for "Evolution").
Of course such a record is the work of many hands, but
Unilever's global media chief, Laura Klauberg has been in
the media hotseat during this creatively explosive time at
the company. Klauberg had worked at Clairol and
Chesebrough-Ponds (which was acquired by Unilever in
1987) and climbed the ranks of Unilever's personal care
business before being named North American VP media
in 2005. She took over the global role from Alan
Rutherford last year—the first American and first woman
in the job.
On creativity: "The way I see it, media is the 'new creative.'
We are able to engage consumers today in ways that we
never dreamed of just five years ago. In today's media
world, if you can imagine it, you can probably do it."