The Unilever CEO Has a New Marketing Doctrine, and It Is Completely Wrong [Yahoo! Finance]
Unilever PLC American Depositary Shares (each representing One Ordinary Share) (UL)
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Source: Yahoo! Finance
The Unilever CEO went further. His company was pivoting to a "social-first demand model," arguing that an army of creators will replace the traditional advertising that had built Unilever's brands for half a century. Before we get to whether he's right, let's appreciate how strange it is that he's saying it at all. Fernando Fernandez has been Unilever's CEO for 11 months. He runs a business in 190 countries, with 400 brands, 124 factories, and $60 billion in annual turnover. He has a CMO-the seasoned Leandro Barreto-whose actual job is to have views on communications strategy. And yet, here is the chief executive personally pronouncing an entire category of marketing communication finished. CEOs don't do this. They keep their public marketing commentary professionally vague and deliberately content-free: "We believe in the power of our brands." "We're investing in our biggest opportunities." The tactical specifics are usually left to the CMO because it's their job to handle it,
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