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Unilever CEO Polman Focuses On Long-Term Results

May 10, 2012: 12:59 AM EST
Unilever chief executive officer Paul Polman changed his company's business focus from satisfying shareholders' demand for short-term profits into a strategy that puts emphasis on longer-term results. Polman said he requires marketing agencies to be "performance-driven," basing their fees and earnings on how well Unilever performs overall. Unilever's CEO also said that in marketing, a company needs to determine what the brand stands for and what its message is before looking at which media — TV or digital media — to use. Polman said marketers need to exert more efforts to really know consumers and their real-life situation.
Rachel Barnes, "Unilever's Paul Polman on why 'advertising' means nothing to him, plus his vision for magic, not metrics", marketingmagazine.co.uk, May 10, 2012, © Haymarket
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