Hidden amid the headlines that Unilever has opted for Rotterdam over London for its new headquarters was the news that its wider business (and marketing teams) have been given a bit of a restructure too.
Unilever will now be made up of three divisions – beauty and personal care, home care, and food and refreshment – with their own mandate on marketing including budgets.
The current ‘country category business teams’ will remain in place but now report into the separate divisions with the hope this will offer more agility and connection to key consumers and markets.
And they won’t be losing out on the scale the wider Unilever organisation offers either, with easy access to central functions such as procurement and its in-house content studio U-Studios.
Unilever has been doing a lot of soul searching since the takeover attempt by Kraft Heinz a year ago. A move to be more agile while also still making use of its scale makes sense.
And while in reality little will change on the ground for its marketing teams, this restructure should help Unilever and its brands better focus on consumers and new trends, making it better able to compete in an increasingly competitive world.