In a short time in his position, Rob Master has quickly garnered accolades and respect from his peers -- no small task considering he is responsible for the media strategy and implementation of iconic Unilever brands such as Axe, Hellmann's, and Vaseline.
By embracing the emerging media formats consumers flock to while simultaneously maintaining a presence in traditional, Master has collaborated with his team to propel Unilever to the forefront of digital innovation and create an environment for developing award winning media and digital work. Examples include Unilever campaigns such as "Dove Evolution" -- one of the most successful viral video sensations ever -- and Suave's "In the Motherhood," which was purchased by ABC.
[Master's] approach to media is similar to his approach to brand innovation: always starting with the consumer insight and building a brand experience, regardless of the platform, which is highly innovative and engaging. His energy and unrelenting passion for breaking new ground are apparent to all who have the opportunity to work with him. "
- Laura Klauberg
- VP, Global Media, Unilever
Since joining Unilever in 2002, Master has managed a number of brands including Dove, Axe, Caress, Lever2000, and Suave, and has driven awarding-winning branding campaigns around the Dove "Campaign for Real Beauty" -- which featured the aforementioned "Dove Evolution" video -- and "The Axe Effect." Unilever is also now developing what has become known as the "reverse upfront" -- a practice that extends the typical television upfront beyond the TV and emphasizes planning integrated campaigns across both traditional and digital channels. Unilever briefs TV networks on brand plans, and then works with the networks on programs that extend across multiple media and into digital, mobile, and interactive TV.
Before arriving at Unilever in 2002, Master worked in brand marketing for PepsiCo's Taco Bell brand, and at Young & Rubicam.