US-based brand strategy firm, Idea Bakery, has selected Saudi Arabia as its first overseas base as part of its international expansion. This was announced at the Athar Festival of Creativity, which took place from 14-15 November in Riyadh.This can be an interesting development for Idea Bakery as expanding internationally can open up new opportunities and markets for the brand strategy firm. Choosing Saudi Arabia as the first overseas base suggests a strategic move to tap into the growing market and creative landscape in the region.Moreover, the decision to make the announcement at the Athar Festival of Creativity is also noteworthy. It indicates a desire to align the expansion news with a platform that celebrates creativity, possibly aiming to establish a connection with the local creative community.As Idea Bakery positions itself as a "boutique yet global brand strategy company," it suggests that they aim to maintain a personalized and tailored approach to their services while still operating on a global scale. This could be appealing to clients who seek a more individualized and unique strategy for their brands. Its clients include Google Global, Bayer Global, Coty, Coca-Cola and Unilever.Idea Bakery has been active in Saudi Arabia for the past decade across the food & beverage, technology, tourism, banking, health and wellness, retail, mobility and entertainment sectors. It helps build and strengthen brand strategies, run agency pitches, develop creative briefs and bolster the capabilities of marketing teams at all levels.Idea Bakery will open and operate an office in Riyadh as its first international expansion.It will be interesting to see how Idea Bakery adapts its strategies to the cultural and business environment in Saudi Arabia, and how it navigates the challenges and opportunities that come with expanding into a new international market.

Unilever and TikTok are extending their #CleanTok collaboration, with Unilever's Cleanipedia serving as the exclusive sponsor of the popular hashtag on TikTok. The collaboration, which began in June, has seen #CleanTok videos amass an impressive 98.5 billion lifetime views, showcasing increased engagement. Moreover, Unilever's Cleanipedia online portal, providing cleaning tips, has garnered 2.8 billion impressions and witnessed a 30% rise in web traffic.Building on this success, Unilever has unveiled the next phase of its global #CleanTok partnership with TikTok. This includes the introduction of a creator awards initiative and a new branded content campaign. The content campaign, titled "Dirty Deeds: A Kitchen Crime," comprises five short episodes and a teaser video. Developed in collaboration with creator Sam Cotton, the series will be featured on TikTok's dedicated #CleanTok hub and Unilever's Cleanipedia website.Additionally, the #CleanTok Awards will be launched by both companies to recognize innovative influencers, or "cleanfluencers," on TikTok. Unilever aims to sustain the positive impact of its partnership, resulting in increased web traffic and enhanced favorability for brands like Cif Cream Cleaner in the U.K.Interest in #CleanTok peaked during the pandemic, driven by Gen Z on TikTok, their preferred social media platform. Surveys indicate that 56% of TikTok users also seek comedy sketches on the platform. Leveraging this insight, "Dirty Deeds: A Kitchen Crime" was created, a soap opera-style series featuring animated versions of Unilever brands. This series is part of Unilever's Dirt is Good project, tailored for different markets. The storyline, revolving around a humorous love rivalry, was developed with influencer Sam Cotton and promoted by agency Gravity Road.The #CleanTok Awards will acknowledge excellence in categories like "Most Helpful Hack," "Most Motivational Sunday Reset," "Most OMG Extreme Clean," and "Most Satisfying ASMR." Winners receive complimentary Unilever Home Care products. A separate Spotless Creator competition offers a €4,000 cash prize for the most impressive cleaning transformations.Unilever's focus on #CleanTok aims to connect with new audiences, particularly Generation Z, and tap into purchasing behaviors influenced by TikTok's creator community. The trend of influencers using Cif Cream Cleaner for cleaning white sneakers led to a 38% increase in UK adults under 28 purchasing the brand, according to Kantar Worldpanel data cited by Unilever.

Unilever, a global consumer goods powerhouse, has been unveiled as the lead sponsor for the upcoming 2nd Annual Middle East Women Leaders’ Summit & Awards 2023, set to take place on the 24th and 25th of October, 2023. With a rich history of delivering high-quality products and a dedication to social responsibility, Unilever's support of this year’s edition of the summit amplifies the summit's mission to foster excellence and inclusive practices across industry sectors.“In today's world, empowering women is not just a moral imperative; it is a strategic necessity. Companies and communities thrive when diverse voices are heard, and different perspectives are valued. It is for this reason that at Unilever Equity, Diversity, and Inclusion is ingrained in our ethos because we know that a diverse and inclusive business makes us, and society, stronger,” said Leyal Eskin Yilmaz, Head of Unilever Personal Care Arabia and Chair of the Advertising Business Group. “It drives our growth by helping us engage with our consumers while making sure we can attract and retain talented people and unlock their potential. This has allowed us to increase the representation of women in mid and senior management in the UAE from 22% in 2014 to a current 46% - a dramatic jump that has been supported by a progressive mindset and policies”.Unilever's support on this exemplary initiative is a testament to their dedication to making a positive impact on both local and global scales. As an influential player in the industry, Unilever's involvement promises to elevate the 2nd Annual Middle East Women Leaders’ Summit & Awards 2023 to new heights, offering attendees invaluable insights and opportunities.The 2nd Annual Middle East Women Leaders’ Summit & Awards is an annual gathering that has established itself as a premier platform for across the Middle East, featuring pioneers, dignitaries, and experts who are shaping the future of the region."We are thrilled to have Unilever on board as the lead sponsor for the 2nd Annual Middle East Women Leaders’ Summit & Awards 2023," said Sabah Parvez, Managing Director of Verve Management. "Their commitment to their ERG and DEI initiatives strongly resonates with the values of our event, and we are confident that their participation will enrich the experience for all attendees."Unilever's support for the 2nd Annual Middle East Women Leaders’ Summit & Awards, reinforces their position as a corporate leader in championing inclusivity, and their involvement is anticipated to be a highlight of this year's event.This year’s summit was organized by Verve Management. Verve Management is one of the UAE’s leading business facilitation platforms, where the primary focus involves bringing together pioneers and professionals from all walks of the globe, under one roof. Verve Management strives to do exactly what your business needs; the team strongly believes in a sole purpose, which is to provide solutions that progress your company’s production and performance.