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Unilever CFO Suggests Taking Long View Regarding Marketing

Unilever’s chief financial officer Graeme Pitkethly is defenidng the “holistic” impact of marketing spend across the business to investors and financial analysts. During a fireside chat at the Barclays Global Consumer Staples Conference 2023, in front of an audience of investors and analysts, Pitkethly was quizzed about the reasons for stepping up marketing investments. "Rather than judging the effectiveness of brand and advertising investment by looking for an immediate growth in sales, Unilever will look across a range of metrics, including the reach and frequency of its communications," according to Marketing Week. 

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