News Coverage

All this technology, all this data, all this new thinking—all of it is transforming marketing both operationally and strategically. Whereas once marketing was seen as the fluffy stuff—or, in the case of one company I worked at, the place that sticks a logo on letterheads and merchandise (car phone chargers! headphones!)—now there is a real drive towards proving return on investment. And where there is ROI, there’s more clout. So with all this technology, data, new thinking—marketing transformation—how is it that some CMOs are still trying to prove their worth? As the CMO reaches the top table, they must move away from vanity metrics and begin to think about more robust ways to drive repeatable, predictable, and scalable revenue. The modern marketing leader is in the business of driving revenue, not spending money with no returns.

The CMO Council senior VP of marketing, Liz Miller, said the industry must be "hyper vigilant" in developing transparency and authenticity with customers in partnership with the platforms being leveraged to connect with them.  "Think long and hard about how you explain data policies and the value intelligence will bring to your customers, and then deliver - every time," she advised. "Our customers are willing to provide us with data, and they will volunteer it in exchange for value. But thanks to Cambridge Analytica, some of that trust is eroded and we will need to win it back."

For better or worse, consumers are in charge of their media choices. If your company can’t reach them in a trustworthy, engaging way, then you can bet your brand will take a hit. According to findings from a CMO Council study, 99 percent of consumers would curtail or terminate relationships with companies that failed to earn their trust.

Retailers are ahead of manufacturers in taking advantage of post-purchase opportunities. A study from the CMO Council found that 56% of marketers from retail organizations said their companies view aftermarket services as a strategic area of focus and essential to customer experience and business success, compared to 45% of marketers from manufacturers.

Unilever CMO Keith Weed opens a discussion on how digital media platforms must improve their services. Liz Miller connects the dots between this new dialoague and recent CMO Council research on the issue of brand security. 

Unilever theatens to pull adveritsing from digital media platforms that fail to prevent "toxic content" from appearing on their sites. 

Unilever takes a stand on fake news when it threatens to pull advertising spend from digital media giants like Facebook and Google for failure to curate content. 

In the wake of a speech given at the Interactive Advertising Bureau, Keith Weed of Unilever has effectively put a spotlight on recent shortcomings of the digital media industry. 

All eyes are on Facebook and Google after Unilever has used its multi-billion-dollar advertising budget as leverage to take a stand against digital media platforms that are found to be unethical. 

Unilever is clear to its partners in the digital marketing space: stop the flow of toxic content, or we stop using your platforms for advertisement. Facebook and Google state they actively addressing the issue, but still seem to grapple with the responsibility of addressing user-generated content deemed toxic. 

Unilever reinforces the mandate for digital media platforms to carefully monitor unethical content that may appear on their sites with a threat to pull advertising. 

Despite the fact that Google and Facebook lead the digital advertising industry in terms of revenue, they seem to be falling short on their committment to prevent the appearnce of fake news and questionable content along side critical ad space. Unilever threatsto pull ads in the interest of brand protection. 

After delivering a speech on the failure of the digital media industry to remain transparent, Keith Weed of Unilever has annouced that the brand prioritize investing in adspace on "responsibile platforms".

De totdos los irritantes en cuando a los anuncios, lo que más les molesta a los audiencias, según un estudio presentado por el CMO Council, es publicidad engañosa. En cuanto, a los formatos de avisos digitals, el más odiado es el pop up intusivo. 

Unilever joins the ranks of other multi-national brands that have taken a stand against poor management of news and content shared on digital media platforms. By speaking on this issue, Unilever shows its commitment to alignment between its buisness iniatives and media spend. 

The digital media industry goes head-to-head with Unilever's Keith Weed as news breaks that Unilever will pull ad spend should there be a failure to reduce the amount of toxic content that is curated to users. 

Unilever calls on online platforms to improve transparency within the digital marketing supply chain. There is a clear need for advertising giants like Facebook and Google to do a better job of reducing the presence of toxic content in the interest of brand protection for its advertisers. 

Digital media platforms have been remiss in their duties to prevent toxic content from appearing alongside paid advertising from brand giants like Unilever. Unilever hopes to create more awareness on the importance of brand protection with a threat to take it's money elsewhere. 

Unilever draws a line in the sand with a threat to pull advertising from digital media platforms that fail to make positive contributions to society. The hope is that as industry leaders, Facebook and Google will start paying closer attention to toxic content that has a potentially negative impact on advertisers. 

Brand giants, Unilever and P&G, stand up to digital media platforms that fail to recognize how toxic content can negatively impact advertisers.