The president of Unilever United States, Michael Polk has been a driving force behind some of the company’s most innovative
marketing campaigns. At the recent Wharton Marketing Conference, Polk
emphasized the importance of “dislocating ideas” that disrupt and
redefine market norms.
Under Michael Polk and his leadership, Unilever has transformed its
approach to consumer engagement. For instance, the Dove “Campaign for Real
Beauty” challenges traditional beauty standards, promoting self-esteem and
confidence among women. This campaign exemplifies Polk’s belief that successful
marketing must change the status quo within a category.
Polk joined Unilever in 2003, bringing with him extensive experience from Kraft Foods. His
tenure at Unilever has seen a significant streamlining of the product lineup,
reducing the number of brands from 113 to 59 between 2000 and 2005. Despite
these cuts, Polk has maintained a sharp focus on innovation and consumer insight.
Polk’s approach to marketing is grounded in understanding not just consumer desires but also
behaviors. He advocates for a “tri-lingual organization” fluent in
the languages of the consumer, the customer, and the company itself. Through
initiatives like the Axe body spray campaign, Polk has successfully changed
consumer perceptions and expanded Unilever’s market reach. Refer to this article to learn more.
Find more information about Michael Polk on https://berkshirepartners.com/team/mike-polk/