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More than 500 people packed into a Hilton conference room Friday at SXSW in Austin, Texas, to get insight into brands' success with emojis.
Robert Candelino, marketing vp for Unilever, quickly threw cold water on their hopes of finding easy answers in one of marketing's hottest topics. "Anyone who claims to have the silver bullet or secret recipe [for emojis] is patently delusional because we are all figuring it out," he said.
But truly, Candelino was trying to balance out an otherwise enthusiastic discussion led by Snaps CEO Christian Brucculeri, who told Adweek going into the conference, "I think we can become a $100 million business."
Brucculeri may sound blustery to some, but consider the fact that he's landed dozens of clients since launching just 14 months ago including Unilever's Dove brand, Burger King, Pepsi and Comedy Central.