CPG powerhouse Unilever is increasing its investments in digital channels and people to power them to increase its focus on real-time campaigns.
Digital now accounts for 40 percent of Unilever’s media investment, MarketingWeek reports.
“We are investing in people capability and digital marketing because we recognize that marketing is no longer just creating big campaigns,” said Unilever CFO Graeme Pitkethly said at the Consumer Analyst Group of NY conference this weekend, according to the site. “It is now about having the right people with the right capabilities around the globe and around the table to manage campaigns in real-time.”
