THE UNILEVER CEO HAS A NEW MARKETING DOCTRINE, AND IT IS COMPLETELY WRONG

Summary from the TLDR Marketing newsletter

Unilever's CEO has declared traditional advertising dead and shifted toward a “social-first, creator-led” approach. However, this ignores the realities of brand growth. Evidence shows big-brand, mass-reach campaigns remain essential for reaching new buyers, while creators are better at engaging existing fans. Applying a single strategy across 400 diverse brands repeats past mistakes and risks undermining brands that need broad reach.