Unilever is going to invest a huge amount in social media and influencers. Under the leadership of its new CEO, Fernando Fernandez, the multinational will also focus further on premium brands and divest even more non-strategic activities in food.
“Twenty times more influencers”
On marketing, “we spent 13.1 % in 2022. We moved to 14.3 % in 2023, 15.1 % in the first half of 2024, and 15.9 % in the second half of 2024”, Fernandez said in a chat with analyst Warren Ackerman of Barclays. The mere fact that he remembers these numbers by heart is proof that “I consider them very, very important“, he added.
