Unilever has been working closely with startups and agencies to bridge the gap between the physical and digital worlds but says brands must be careful not to end up using technology for the sake of it
and in the process "irritating consumers." Speaking at creativebrief's BITE event in London last week, Unilever's global media director Ben Johnson said FMCG brands must ensure they are adding value
to the consumer experience and not commoditising their product.
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