[10:15] First-Party Data Without DTC? Yes, It’s Possible — Even without a direct-to-consumer model, Unilever captures valuable consumer signals via media tagging, real-world activations, and publisher partnerships. Ryu stresses the importance of earning trust by creating content that adds value—whether it’s recipes or meaningful interactions at live events.

[13:00] Retail Media Isn’t the Future—It’s Now — With players like Walmart and Target acting more like full-service media agencies, Ryu shares how Unilever is using retail media as a core part of its funnel. From full-funnel attribution to video ad placements powered by Vizio, retail media now rivals traditional platforms in both scale and sophistication.

[18:00] Creators Are the New Shelf Space — Unilever’s creator strategy prioritizes contextual and cultural relevance. Creators offer both reach and resonance, especially with Gen Z consumers who distrust traditional advertising. Ryu explains how human relationships with creators, not automated buys, are key to authenticity—and brand lift.