While Unilever is often held up as a champion of brand purpose, the FMCG giant’s CMO of ice cream Julien Barraux argues that “product superiority” is the primary driver of brand growth.
Unilever plans to continue increasing marketing spend until the end of 2022, as the business fights to maintain market share in the current inflationary environment.
When Jope’s successor takes over as CEO in 2024, they will take on challenges ranging from brand purpose to sustainability, and digitalisation to the long-term impact of inflation.
With CEO Alan Jope set to leave, Unilever faces battles not only with investors aiming to deprioritise brand purpose, but with its own Ben & Jerry’s brand, which is suing it for abandoning purpose commitments.
TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.
A few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
From a rise in brands positioning with competitors to B2B brand building going to the next level and women’s sport becoming ‘commercially sustainable’, 2023 has been a good year for shaking up the status quo.
In the latest episode of Marketing Week’s This Much I Learned podcast, ITV’s CMO Jane Stiller talks about what has changed for the better and worse in marketing since she started her career, marketing’s influence in businesses, and the mistakes that have helped shape her career.