{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Retail Media Breakfast Club","title":"What Unilever's New CEO Isn't Saying About Retail Media","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/e18e7e12\"></iframe>","width":"100%","height":180,"duration":785,"description":"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=SCh7KubuZdoLink 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_automationPRODUCED BY:https://aipodcast.ingCHAPTERS:(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) OutroSOCIAL LINKS:Website: https://www.retailmediabreakfastclub.comLinkedIn: https://www.linkedin.com/in/kiri-masters/YouTube:...","thumbnail_url":"https://img.transistorcdn.com/leXjG3eX2Oionus255cCT4ARULtDc4JRA6cGjzbnYvM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hNDU3/ODBmMzkwODY0NDEx/ZGJhNDk2NDc0MWY4/NzcwMS5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}