‘Resilient’ Unilever plans to invest ‘heavily’ in marketing as lockdown eases – The Drum

Written by John McCarthy

Unilever financial results for the first half of 2020 (23 July) show a business rapidly adapting during the pandemic, mitigating the impact of Covid-19 with a 49% year-on-year growth in e-commerce sales.

The consumer goods giant delivered a better-than-expected decline and chief executive Alan Jope said the results “demonstrated the resilience of the business”.

As one of the world’s largest advertisers, its moves will reverberate across the industry. It has shifted much of its marketing spend to the products it can actually shift – such as its hygiene business – and hopes to gradually bump spend up as lockdown eases in regions around the world.

The Drum explores what this means and why it matters.

Click here to read more.

By Maria Ordonez
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