In this episode, we analyze Unilever’s new CEO Fernandez's first major speech, where he surprisingly omits any mention of e-commerce or retail media. This deviation is unusual compared to industry norms, but it may indicate these elements are now considered standard. Fernandez outlines a significant increase in brand and marketing investment (BMI), notably higher than industry averages. He emphasizes a shift towards influencer marketing, targeting hyper-local and authentic brand representation, seen as more effective among younger audiences. Fernandez also underscores cost leadership, including a rigorous approach to marketing ROI through Unilever's UBS system. The implications for retail media networks and consumer brands are substantial, given the expected increase in spending and a premium product focus. Fernandez's approach suggests a transformative strategy for Unilever, blending cost-effective manufacturing and innovative marketing to adapt to evolving consumer expectations.

Link to Fernandez' interview with Barclays: https://www.youtube.com/watch?v=SCh7KubuZdo
Link to Keen Decision Systems' report: https://4277189.fs1.hubspotusercontent-na1.net/hubfs/4277189/MARKETING%20CONTENT/11.%20Reports/Keen%20Marketing%20Insights%20Report.pdf?utm_campaign=6657089-MADTECH.AI%20Webinar&utm_medium=email&_hsenc=p2ANqtz-_GnSBZzL_TDXg0TzZ92qpH61pwvWyWR363joPHo8HvgtYRi-BSA1mJ5k-_ZF6VSIMTnd4G5P60vDnQY5E881_rW-HAdw&_hsmi=344733623&utm_content=344733623&utm_source=hs_automation

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CHAPTERS:
(00:00) About Today's Topic
(00:54) About the Show
(01:16) Introduction and Initial Observations
(02:58) Marketing Investment Insights
(05:18) Influencer Marketing Strategy
(07:11) Cost Leadership and Retail Media
(08:58) Implications for Retailers and Consumer Brands
(12:19) Conclusion and Future Outlook
(12:45) Outro

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What Unilever's New CEO Isn't Saying About Retail Media

Retail Media Breakfast Club