Unilever CMO explains what social media means for brands

04/13/2009 | Advertising Age (tiered subscription model)

The Internet levels the advertising playing field in a form of "accelerated natural selection," says Unilever's chief marketing officer, Simon Clift. Unilever itself faced a backlash against a viral campaign for Dove when Greenpeace unleashed a parody campaign charging the consumer packaged-goods company with unsound environmental practices. Clift said, "We may be ahead of our competitors, but we're most definitely behind consumers."

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