By Peter Adams.
Consumer packaged goods giant Unilever has been in the spotlight this year, joining competitors like Procter & Gamble in curtailing its ad spending on digital media as the channel continues to be rife with transparency issues. However, at the Advertising Week conference in New York City on Monday, CMO Keith Weed extolled on the essential quality of digital marketing and how search and mobile, in particular, are necessary tools to making connections with consumers today.
“The success formula that got so many consumer good brands to where they are now is changing radically,” he said. “What’s happened in this ever-changing world is you don’t need the big TV budget. In fact, you can do marketing pay-as-you-go on digital.”
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