ABC to build Brands

Trained and worked hands-on with the Advanced Brand Communication (ABC) strategic planning modelling for Unilever brands. A cohesive and wide-view on how to manage large-scale portfolio decisions, make choices and plan for Marketing communications with ROI. The planning methodology cross-analyzed all research findings, consumer insights, and sales data for the best possible Creative and Media synergistic effect.


The ABC toolkit is a disciplined Brand architecture methodology for Creative, Media, and Activations. I’ve learned to reuse it through-out my professional life in advertising account management, guiding creative execution and media plans. The same approach led me to be a partner and planning member to the European Lowe Worldwide team that developed the “Insight Mining” strategy tool for agency’s account planning and workshops with Clients.


years using the tool

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