Consumers are “much more discerning” about brands, claims Unilever’s new CEO, meaning the company is investing in communication “in which others speak about [its] brands”.
Hein Schumacher, who has been responsible for moving Unilever away from “force-fitting” purpose and pursuing a “fewer things better” mantra, will be replaced by CFO Fernando Fernandez in a few days.
The consumer goods business is concentrating investment behind its most profitable brands and bigger innovation bets.
More than just sending a picture and caption to post, the professionalisation of influencer marketing means brands need to rethink the briefing process.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
Having joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
Three has moved from a “social-centric approach”, where two-thirds of its media budget was allocated to channels like social media, to public channels like cinema, aiming to reach a broader audience.
