By Thomas Hobbs

Brands must have a social purpose

It’s no longer enough to simply rely on a 30 second TV ad, according to Jan Zijderveld, European president of Unilever, as marketers must aspire to achieve even greater brand purpose.

He said that a climate of too many promotions and lower media spend had “destroyed £10bn worth of value from the UK FMCG market over the last 12 months.”

By creating a social purpose for a brand, he says sales growth is achievable regardless of the macro economical pressures that are currently affecting Europe.

“We need to go back to basics and build great brands again, and Read full story ›

Source: Marketing Week