Staff Writer
Aug 3, 2021

Yves Briantais: How is Colgate driving brand equity while doing good for the community?

Colgate's VP of marketing, APAC on why brands need to balance functional and emotional marketing.

Yves Briantais, Vice president of marketing, APAC, Colgate

This is part of a video series for the Power List 2021, created in partnership with Twitter as part of their global #LeadersforGood initiative.

For Yves Briantais, brand equity needs to be equal parts functional and emotional benefits. As Vice president of marketing, APAC, at Colgate, he has helped the company digitise, deliver more innovation and embed design-thinking principles in the team. In 2020, he headed up the development of a new brand-equity campaign, 'Smile strong', in APAC, which tells inspirational stories of everyday heroes who have had to overcome immense challenges to get to where they are. 

 

Related Articles

Just Published

9 hours ago

Stella Artois bares all in Unfiltered campaign

The 30-second TV spot is certainly cheeky, in more ways than one.

9 hours ago

OMG promotes Chloe Neo to Singapore CEO

Neo has been with the group for 14 years, most recently as Singapore COO.

9 hours ago

Coca-Cola reimagines Queen’s ‘A Kind of Magic’ to ...

The platform connects emerging musical talent including British singer-songwriter Griff.

10 hours ago

Next15 swoops in to agree surprise $387m takeover ...

Deal comes days after M&C Saatchi directors rejected rival offer from Vin Murria's AdvancedAdvT.