Media wrap: What you need to know about Unilever's decision to double down on creators
One of the biggest news stories for creators this week was the new CEO Unilever declaring that one of the world's largest consumer goods companies would massively increase its spend on influencer marketing.
What they said: New CEO Fernando Fernandez has promised to 'hire 20 times more influencers' and increase social media spend from 30% to 50% of its marketing budget.
In an interview with Warren Ackerman, head of European consumer staples research at Barclays, Fernandez said: "today, brands – by definition and by default – are met with scepticism when their messages come directly from corporations”
"So, creating marketing activity systems where others can speak for your brand at scale is incredibly important. Influencers, celebrities, TikTokers – these are the voices that matter."
Why it matters: The comments, coming from a company that owns so many iconic brands such as Dove, Rexona, Comfort, Magnum, have been picked up throughout the media in everything from the Financial Times to marketing media to Fortune.
Many marketers will follow Unilever's strategy and watch the results it drives for their brands.
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