Defining high-level vision and strategy
for consumer engagement (5 years)
Introduction
Our team prepared and facilitated a global workshop for the leadership of Unilever to define the future strategy of consumer engagement over the next 5 years.
In the team we had a Senior Strategy Director, Strategic Service Design Director, Client Partner, Strategy Managers, Research Director and subject matter experts.
My responsibility was to prepare and lead the workshop and Provide feedback and guidance on synthesising the outcomes of the workshop to shape the high level strategy.
Client: Unilever
Role: Strategic Service Design Director
Time: August 2022 - September 2023
Challenges
Designing a way to create a coherent strategy for 5 very different business areas of Unilever.
We needed to actively engage over 50 people to make sure they feel that their point of view has been heard by the leadership.
The clients requested that we actively engage with all the partner agencies working for Unilever, so that their strategic insights and perspectives are included in our work.
Approach
We chose a Future-casting approach to co-creating a vision. It included 3 stages: Research Workshop and Synthesis
Research
Trends analysis
Stakeholder interviews
Engagement channels map
Workshop planning and preparation
Workshop
I planned, prepared and led facilitation of a meticulously planned strategic planning workshop for Unilever leadership.
50 participants:
3 groups in person: in London, Bangalore and Brasil
12 participants online from Brazil to Australia
1.5 days
Synthesis
Strategic Levers
we defined 5 key areas of focus to create the future consumer experiences that the team envisioned.
Outcomes
We
Next steps
Client leadership were very happy with the outcomes of the workshop, the proc