Clients
Unilever and Mashin: since 1999
Unilever was Mashin's first client, in 1999, when the agency operated under the name Tamura. The relationship is still active: today the agency organizes Unilever's internal events in Argentina.
Since 1999 the market changed, the media changed, the way brands talk to people changed, and what Unilever needed from us changed too. What did not change was the relationship. That continuity is probably the best description of how we work.
1999
The street
Mashin started where everything starts: in the physical contact between a brand and a person.
During the first years our work with Unilever was brand activations. Taking the product to the place where people already were, and building an experience there that was worth living.
Two projects we still talk about were born in that period.
Sedal's beach hair salon. Mashin set up a beauty salon for Sedal where hair really suffers from the sun, the salt and the wind. The product stopped being a promise printed on a label and started solving a real problem, at the exact moment the problem existed.
"La vida te despeina" (Life messes up your hair), the Sedal book. Mashin turned Sedal into a publisher with a book about the things that mess you up: decisions, trips, detours, long nights. The product carried a story much bigger than the product.
Later
The conversation
When brands started moving to social media, Unilever asked us to go with them through that transition. Not as a new service hired from another agency: as an evolution of the work we were already doing.
Mashin opened Unilever's first Facebook page in Latin America for the company: the one for Axe (Lynx in other markets). There was no manual. There were no regional benchmarks. A new territory had to be understood while it was being built.
Over time that work extended to a good part of the portfolio.
Today
Looking inward
Today Mashin organizes Unilever's internal events in Argentina, together with the Human Resources and Sales teams.
It is the turn in this story that interests Mashin most. After communicating its brands since 1999, the company trusted us with its inward communication: the moments when an organization talks to itself. It is different ground, with another sensitivity and other rules, and we got there the same way as always: by first understanding what was needed.
The brands
Mashin has worked with these Unilever brands: Sedal · Axe (Lynx) · Skip · Rexona · Impulse · Pond's · Knorr · Hellmann's · Dove · Suave · Cif (Vim) · Lux · Comfort.
Each one with its audience, its territory and its way of speaking. Learning to move among all of them without mixing them up is part of what this relationship taught us.