Digital CPG Blog

Jack Neff at AdAge recently reported that the CMO of Unilever Keith Weed stated the company will increase digital investment significantly:

Mr. Weed acknowledged there’s a risk in “getting ahead of consumers,” as he describes some of Unilever’s efforts. But he likens investments in emerging media to those in upstream product development — a necessary outlay to ensure long-term growth.

Ad Age: You’ve said you’re going to double digital spending this year, which is really very ambitious. Why?

Mr. Weed: At the end of the day we are a mass marketer. Every day, 2 billion people use our products. So what dictates what we do is those consumers, and I want to be where consumers are. The truth of the matter is we’re seeing this huge migration across the world to digital. We need to be ahead of the consumer, so when the consumer arrives, we’re already there.

We’ve talked a lot this week about being where the customer is, and it looks like Unilever understands that well.