• by September 21, 2009

Rob Master, North American Media Director, Unilever, "Scale we got with the 30-second spot no longer exists. Social media is less about a channel and more about the fabric of our campaigns."

How to avoid the trap of imposint yourself in social media content?

"We have not found a simple answer for that. We process media, PR, consumer services, 800 numbers, host of people. Not an easy channel. But everyone realizes importance of it. We're working cross-functionally internally and with our agency as well."