Culture to cart: earn your place and the purchase

Kargo Founder and CEO Harry Kargman sat down with Esi Eggleston Bracey, Unilever’s Chief Growth and Marketing Office, for a fireside chat at the Possible conference in Miami. Together, they discussed how companies can win the minds of consumers by introducing brands into culture.

Bracey dove into how Unilever is driving what she calls desirability at scale and insists that “the funnel is dead.” Instead, she argued that Unilever’s new model is to have consumers see the value of the branded proposition and decide to buy. As for how Unilever is accomplishing that goal, Bracey talked about Hellman’s’ Super Bowl 2025 commercial in which Meg Ryan and Billy Crystal filmed a “When Harry Met Sally” reunion at Katz’s deli with none other than Hellman’s mayo as the condiment of choice to have the brand be embedded “in culture in an authentic way.”

Bracey then turned the tables on Kargman and asked him how Kargo differs from other ad tech platforms to which he answered with two words: creative science. Kargman explained that Kargo always has put creative first to drive outcomes and talks about Kargo’s acquisition of VideoByte to break into the CTV space and show up during specific moments.

Check out this insightful conversation to learn more: