Large organisations with extensive reach and the means to finance innovation are investing in entrepreneurs to take their brands to new places. This was one of the key insights revealed during the recent Mobile World Congress in Fira Gran Via, Barcelona, says Angus Robinson, director of mobile for leading digital agency Native.
Mondelez International and Unilever are among the big names putting money aside to get entrepreneurs innovating about their brands. Keith Weed, chief marketing officer of Unilever, said Unilever does not have all the answers for taking its brands into the future and is calling on entrepreneurs to bring innovative ideas focused on its brands to the table.
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