As the world’s biggest brands ride out the COVID-19 storm, Unilever – the consumer goods giant, and one of the world’s largest advertisers – is seeing the emergence of several trends that are likely to define its business going forwards.
“The environment has demanded that we move with tremendous agility,” Alan Jope, Unilever’s CEO, explained on a conference call with investors that covered its results from the first half of 2020.
Some of the main shifts that Unilever has identified are:
- Preparing for a new reality in e-commerce
- Adjusting the media plan on a week-by-week basis
- Maintaining focus on market...