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Unilever plans to double its digital marketing spend over the next year

Unilever, the world’s second largest advertiser (behind Procter & Gamble) with spend of $7.4 billion last year, plans to double its digital marketing spend over the next year. According to Unilever, the investment in digital will be led on a market by market basis, with budgets reflecting the culture.

Unilever, the world’s second largest advertiser (behind Procter & Gamble) with spend of $7.4 billion last year, plans to double its digital marketing spend over the next year. According to Unilever, the investment in digital will be led on a market by market basis, with budgets reflecting the culture.

“I will drive Unilever to be at the leading edge of digital and digital marketing,” Keith Weed, chief marketing officer, Unilever, has said. “I need to be where the consumer is, but actually, more than that, I need to be ahead of the consumer so that we are there when the consumer arrives.”

The marketing chief has also warned that the digital space continues to be a learning experience for agencies and advertisers alike. “Digital marketing is like high school sex. Everybody is talking about it. Few people are doing it, and those that are doing it, aren’t doing it very well,” Keith Weed opined.

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