Unilever CEO claims era of ‘corporate big brand’ ads is over
Niamh CarrollThe time for ‘lazy marketing’ – where a couple of ads a year would suffice – is over, to be replaced by an “army” of influencers, says CEO Fernando Fernandez.
Unilever commits to investing ‘where it matters most’ as it ups marketing spend
Niamh CarrollMarketing spend was at its highest level in more than a decade in 2025, with the business underlining it as a crucial part of Unilever’s ongoing transformation.
Unilever names new CMO as Esi Eggleston Bracey departs
Emily ManockUnilever says the move is designed to accelerate its marketing transformation by bringing its enterprise-wide marketing agenda closer to its business groups.
‘Trusted more than brands’: Unilever on mixing creators with ‘marketing science’
Niamh CarrollUnilever’s home care division, which counts Cif and Persil among its portfolio, is pushing creator-first comms via its ‘Cleanipedia’ initiative.
Unilever hails progress towards becoming a ‘marketing and sales machine’
Niamh CarrollThe FMCG giant will “significantly invest” in brand and marketing, as it pledges to increase absolute spend every year.
‘Step by step’: Unilever on how it builds effective sports sponsorships
Molly InnesAfter a bumper summer of sport, Chris Barron, Unilever Personal Care UK&I’s general manager, explains how the business is pursuing “scale” in its partnerships.
Google: Creator content needs to be ‘consistent’ with product
Amrit VirdiGoogle has developed a “P score” to assess different criteria when selecting creators, based on content style and their understanding of the product story.
How Vaseline drove sales by making creators ‘co-authors of its stories’
Niamh CarrollIn line with Unilever’s recent focus on influencer-led content, the 150 year-old brand leant into social media to put itself in front of new audiences.
Brands including Diageo, Unilever and Tinder form cross-category insight group
Niamh CarrollThe insight group, known as The Think Party, will focus on the future of socialisation, to allow the brands involved to see “the whole picture”, not just a category-specific “slice”.
Ben & Jerry’s founder quits over claims Unilever ‘silenced’ brand on social issues
Niamh CarrollCo-founder Jerry Greenfield says Unilever has eroded Ben & Jerry’s independence, something he calls “the very basis” of the brand’s sale back in 2000.
Ben & Jerry’s founders call for brand to be ‘freed’ after being ‘silenced by Unilever’
Grace GollaschThe co-founders are calling for independence from a new ice cream division spun out of Unilever to enable Ben & Jerry’s to “honour its mission”.
Unilever CEO: We are attacking mediocrity in the business
Josh StephensonFernando Fernandez has promised to “attack” mediocrity within the business, as the standard of Unilever’s top 200 leaders is assessed – with 25% expected to be replaced.
Unilever CEO: We will not accept ‘uncompetitive’ brand investment to drive profit
Niamh CarrollGrowth in marketing spend is an “implicit recognition” Unilever’s investment three years ago was “absolutely uncompetitive”, says CEO Fernando Fernandez.
The Week in Tech: Unilever bets on AI and what the heck is going on with Grok?
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Guinness, Unilever and Cadbury on driving commercial impact through women’s sport
Molly InnesFrom tapping into “culture that converts” to moving beyond a PR exercise, marketers from Guinness, Unilever and Cadbury share their recipe for successful partnerships.