RICHARD DENNISON
Creative Director
The most viewed on-line film in the world in 2015
From 2012 until 2015 I was the Global Creative Director for Unilever's largest brand, Knorr. I over-saw all the digital, above-the-line and shopper marketing activity in over 80 countries around the world.
In March 2015 I was responsible for the Youtube launch of 'The Taste of Home,' Knorr's first global brand film. To date it has been viewed over 130 million times, making it the most viewed film for a cooking brand in history, Unilever's most successful digital film, including the much heralded Dove 'Sketches.' It has also contributed to Knorr's recent rise to the world's third most meaningful food brand in a report commissioned by Havas.
But the fact I'm most proud of is that Lowe teams all around the world began asking to work on the account.
Turning Knorr into a brand people want to work on
When I took over the Knorr brand my task was simple; improve the quality of the creative work. But the brand was known for pedestrian, research driven advertising and enthusiasm to work on it across the Lowe network was very low. I decided to focus on what I could influence the quickest which was the work produced for Europe out of Lowe's London office. I over-hauled the existing campaign which featured Knorr's own chefs, giving the executions more authenticity, modernity and credibility.
The first film below is where the brand was when I started in 2012. The second is an example of the same campaign a few months later. Today, every region in the Lowe network is producing better work, both in terms of Milwood Brown Preview scores and creative recognition. And in 2014 the brand won its first awards at Cannes.
Before I ran the account
After one year