Unilever CEO: We are attacking mediocrity in the business
Josh StephensonFernando Fernandez has promised to “attack” mediocrity within the business, as the standard of Unilever’s top 200 leaders is assessed – with 25% expected to be replaced.
Unilever CEO: We will not accept ‘uncompetitive’ brand investment to drive profit
Niamh CarrollGrowth in marketing spend is an “implicit recognition” Unilever’s investment three years ago was “absolutely uncompetitive”, says CEO Fernando Fernandez.
The Week in Tech: Unilever bets on AI and what the heck is going on with Grok?
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Guinness, Unilever and Cadbury on driving commercial impact through women’s sport
Molly InnesFrom tapping into “culture that converts” to moving beyond a PR exercise, marketers from Guinness, Unilever and Cadbury share their recipe for successful partnerships.
Unilever’s personal care CMO on upskilling marketing for ‘social-first’ future
Molly InnesMoving from a focus on TV ads to an influencer-first strategy means Unilever is on a mission to upskill its marketing teams.
Unilever acquires Dr Squatch citing strength of ‘viral social-first’ marketing
Molly InnesFocused on being “irreverent and disruptive”, the American men’s personal care brand is the latest acquisition in Unilever’s push for premiumisation.
‘Not just transactional’: Dove on the value of treating influencers as ‘strategic partners’
Amrit VirdiHaving generated organic engagement of 1 billion for its first end-to-end influencer campaign, Dove is calling on creators to embody its ‘Real Beauty’ ethos.
Unilever’s CMO on using ‘creators’ voices’ to win over ‘sceptical’ consumers
Josh StephensonTop marketer Esi Eggleston Bracey reiterated the thoughts of her CEO Fernando Fernandez in promoting the use of “creators’ voices to express the brand”.
Unilever’s CEO tells marketers to focus on ‘the 4Vs’ of social media
Niamh CarrollAs the company steps up its focus on influencer marketing, the Marmite owner’s new CEO says its marketers are focused on four key areas to drive success.
Unilever must learn you can’t outsource trust to influencers
Helen EdwardsThe FMCG giant’s influencer-led strategy risks depleting trust in its brands, under the wrongheaded assumption that brand communications are “suspicious”.
‘Brands are by default suspicious’: Unilever’s new CEO identifies influencer marketing as key pillar of strategy
Niamh CarrollConsumers 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”.
Unilever CEO departs after two years as the FMCG giant admits it has ‘much further to go’
Niamh CarrollHein 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.
Unilever increases marketing investment to highest level in over a decade
Niamh CarrollThe consumer goods business is concentrating investment behind its most profitable brands and bigger innovation bets.
‘Market-maker, not share-taker’: Sure on why it is pioneering whole body deodorant
Niamh CarrollSure is part of Unilever’s deodorant portfolio, which also includes Dove and Lynx. With these brands collectively holding over 55% market share of the category, Unilever is looking beyond armpits for future growth.
Unilever CEO: Brand investment is ‘at the heart’ of growth strategy
Niamh CarrollThe consumer goods business has now delivered four consecutive quarters of positive volume growth, with CEO Hein Schumacher claiming it has more “focus” than before.