Professional services brand Accenture and CPG giant Unilever, are syncing up on a new AI venture.
The two companies are working together to explore new applications to scale generative AI, such as assets from Accenture’s AI Navigator or its proprietary “switchboard,” technology. The venture is part of a strategic initiative to leverage Unilever’s AI research and implementation of technologies aimed at improving efficiency and productivity, and accelerating AI-powered innovations at scale.
Work on the venture will kick-off from Unilever’s global AI Horizon3 Labs, recently opened in Toronto, a city also home to one of Accenture’s six North American Gen AI studios.
Unilever, which manufactures brands such as Ben & Jerry’s, Sunlight, Dove, Hellmann’s and Lipton, tells strategy that it currently has more than 400 applications of AI across disciplines including marketing, supply chain and R&D. One of those applications is Hellman’s consumer-facing recipe search and recommendation website. The site uses AI to try and provide more relevant search results, taking into consideration individual taste preferences, and is meant to help users find preferred recipes with fewer searches.
Unilever was recent recipient of a Mitacs Award for Exceptional Leadership – Industry. Mitacs is a national innovation organization that fosters growth by solving business challenges with research solutions from academic institutions, and is supported by the Government of Ontario.
Krispy Kreme fills a creative hole
Krispy Kreme has named VML its global creative agency partner.
VML is being tasked with developing creative strategy and visual identity for Krispy Kreme, and will handle both global and U.S. creative and media responsibilities.
Krispy Kreme is the first major new business win for VML, which came into being through VMLY&R joining forces with Wunderman Thompson under the VML moniker.
The doughnuts brand operates in more than 35 countries including Canada through a network of shops, retail partnerships and a growing e-commerce and delivery business. Its first international location opened in 2001 in Mississauga.
Juliet successfully courts a pet food Romeo
Juliet Creative and premium global pet brand, Nulo Pet Food, are working together in an effort to elevate the CPG’s brand presence and widen its audience.
The two companies have collaborated on launching the brand’s first national U.S. campaign, “Fuel Incredible,” led by U.S. gold medalist Simone Biles and her French Bulldogs, Lilo and Rambo.
The intent of the “Fuel Incredible” campaign is to celebrate the bond between parents and their pets, and highlight Nulo’s mission to fuel a pet nutrition upgrade. Biles will front the campaign in an ambassador role for Nulo.
Brandish teams up with Habitat for Humanity
Winnipeg-based creative shop Brandish and Habitat for Humanity Canada are developing their first creative partnership.
Together, Brandish and Habitat Canada will develop a campaign with the goal of raising awareness for the charity’s work to provide strength, stability and independence through affordable homeownership.
“We’re excited to work together with this trusted brand to reaffirm its commitment to address the housing crisis through affordable homeownership,” says Derek Elliott, Brandish’s partner and managing director. “This work is particularly meaningful at a time when housing affordability and the rising cost of living are top of mind for Canadians.”
The campaign, which will include video and other assets, is expected to launch in Spring 2024.
