Unilever has pledged to improve the diversity of its board of directors by adding more women and people from ethnic backgrounds. Chief executive Patrick Cescau says the board does not reflect the diversity of the Anglo-Dutch company’s staff.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.