4A's: Unilever Exec Says Brands Must Move Past TV Spots

Unilever’s creative agencies need to “move past their reliance on the 30-second spot” and focus more on social media efforts to keep up with modern consumers. So said Unilever’s vp, personal care Kathy O’Brien today at the American Association of Advertising Agencies’ Transformation Conference in San Francisco.

“The world has moved on. I think consumers have moved on, and we need to get past [TV spots] to figure out what the next way of talking to consumers” will be, said O’Brien.

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