Jenny Chan 陳詠欣
Jun 22, 2015

Cannes 2015: On the croisette with Durex global brand director Ukonwa Ojo

CANNES - In an one-to-one video interview on the Croisette, Ukonwa Ojo (the global brand director and head of global brand equity for Durex and KY at Reckitt Benckiser) tells Campaign Asia-Pacific about her reasons for attending Cannes and the thinking behind elevating the condom brand to a sexual wellbeing brand.

wide player in 16:9 format. Used on article page for Campaign.

Key takeaways from Ojo's video interview:

  • Have a fundamental belief that a great idea can come from anywhere. The Creative Effectiveness category at Cannes is presumably important to marketers, but it's about coming to the festival with an open mind, looking at your business from a number of perspectives. All the different categories allow you to do that, and you'll be surprised where you get inspirations. 
  • A presentation about Jamie Oliver's YOU-app talked about micro-actions. For brands like Durex and KY, there are many points of decision-making before the moment of desire. A brand's job, Ojo says, is to insert itself along the entire micro-action continuum.
  • Durex launches campaigns in 60 countries globally. To make its work relevant across so many cultures, Ojo advocates focusing on human insights versus consumer insights. For example, the the need for intimacy versus the act of sex. We may not all be on the same page about sex itself, but we are on the same frequency when it comes to intimacy, she says.

See all of Campaign's round-the-clock festival coverage by our entire international team here: Campaign@Cannes 2015, and follow our very own reporters on the ground on Twitter ----> @Byravee @HayJennyC 

 

 

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