THE WORLD’S second largest advertiser [after Procter & Gamble] plans to invest an additional £200m into advertising and promotions, after Unilever’s
annual results revealed sagging sales in many of its national markets. Despite this, net profit margins rose to a record high of 7%, vindicating the group’s
restructuring strategy of recent years. Unilever also revealed plans to reduce its reliance on TV - reported to be 80% of its estimated $3.3 billion global media spend - diverting revenues into alternative media such as direct marketing and the Internet. A strategic marketing review is under way, jointly conducted by worldwide media and advertising directors Alan Rutherford
and Michael Brockbank
. Other marketing options under consideration are event ownership, investment in digital TV and the development of new media channels.