London: In a pioneering move set to redefine design and content production, Unilever has announced the launch of Sketch Pro, a state-of-the-art, in-house centre of excellence for graphic design. Developed in collaboration with IPG Studios, this next-generation AI-powered studio aims to revolutionise how Unilever’s Home Care brands develop content—delivering high-quality assets up to three times faster than traditional models.
Sketch Pro is designed to support Unilever’s global Home Care brands such as Persil/Omo, Comfort, Cif, and Domestos, by blending brand strategy, social insights, advanced AI tools, and creative excellence. As consumer expectations shift toward more joyful and indulgent experiences in home care, Sketch Pro enables rapid, culture-led content development with a social-first storytelling model, moving away from traditional linear production.
Mario Dughi, Global Marketing Director at Unilever, said, “The magic of Sketch Pro lies in how it fuses top-tier human creativity with best-in-class technology. Our partnership with IPG supercharges our ability to ideate, iterate and deliver high-quality design assets with speed and cultural relevance, reflecting how consumers now engage with the home care category.”
Sketch Pro is already operational in London, São Paulo, Mumbai, and Jakarta, and early results highlight its strong impact:
- In Jakarta, Sketch Pro content aligned with Ramadan trends earned over 6 million organic views and increased TikTok visibility for brands like Rinso and Sunlight by 22.5%.
- In São Paulo, Oscar buzz around actor Fernanda Torres helped drive 4% lower media costs on Meta using Sketch Pro assets.
- In Mumbai, design output is now 2.5x faster, enhancing agility and responsiveness.
- In London, the team delivered 30+ design concepts for Comfort at 7x the previous speed.
Sebastiano Mura, Head of Business Leadership at IPG Studios EMEA, noted, “This integration allows us to create compelling, culturally relevant content at speed. Our flexible tech stack is tailored to Unilever’s needs and adaptable to each Home Care brand’s unique identity.”
Unlike conventional platforms, Sketch Pro uses a diverse AI toolkit—including Adobe Firefly and Google Veo3—and is not bound to any single system. This AI-native model allows continuous adaptation to the latest tools and trends, unlocking rapid ideation and consumer testing within two hours.
Looking ahead, Unilever plans to expand Sketch Pro to 21 global markets by 2026, with Istanbul, Durban, and Shanghai next in line. The initiative represents a significant evolution in how Unilever’s Home Care division is shaping content—with speed, cultural resonance, and scalable creativity at its core.
