Teresa Poggenpohl on marketing strategy
From Teresa Poggenpohl -- BMA Chicago -- One Question · · ANA Business Marketing - Chicago
“I think our creative strategy is really disruptive. I mean we try to use disruptive imagery and I'm just going to describe an ad like an ad for Unilever: a picture of a model with her hair just crazy all over the place with an amazing headline about how we saved a billion euros for data labor. Really amazing and disruptive and you wouldn't think about it as a B2B ad; it's not a picture of two businessmen at a table, something completely different and frankly would look more like a consumer product.”
On , Teresa Poggenpohl, Senior Vice President & Chief Marketing Officer at UNISYS CORP, spoke about marketing strategy during Teresa Poggenpohl -- BMA Chicago -- One Question on ANA Business Marketing - Chicago.
About Teresa Poggenpohl
In a 2013 interview with the BMA Chicago, Teresa Poggenpohl, then of Accenture, discussed her approach to brand differentiation. She described her creative strategy as "really disruptive," citing an advertisement for Unilever that featured a model with disheveled hair and a headline about saving a billion euros. Poggenpohl noted that the ad did not resemble a typical B2B advertisement, which she said would usually show "two businessmen at a table," and instead looked more like a consumer product ad.