Unilever Announces Major Rethink Of Marketing Strategy
Unilever has announced the development of a ‘cross-media measurement model’ that will help the FMCG giant measure and understand the impact of its campaigns across the media landscape.
The announcement follows the launch of the group’s Responsibility Framework last year, which saw Unilever commit to removing advertising from platforms that spread fake news or promote hatred, as well as pledge to develop responsible media content.
The group’s new marketing model will see it measure campaign audience, audience reaction, campaign impact and sustained impact over the short, medium and long-term, and ‘consumer experience at the forefront of the advertising ecosystem in an innovative way’, the company said.
Unilever has engaged with the World Federation of Advertisers and a number of other industry bodies to develop the ‘holistic’ measurement system.
“To realise our vision of a more transparent and high-quality digital ecosystem, our partnerships have been, and will remain, instrumental in developing an always-on, privacy-safe model for cross media measurement,” said Keith Weed, Unilever’s chief marketing officer.
“We are hugely encouraged that our digital and measurement partners worked with us to enable these significant steps towards solving the challenge of holistic media measurement. This represents a genuine willingness across the industry to find creative, effective solutions to shared issues.”
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