Don't miss ADWEEK House at Cannes, June 16-19. Join us as we celebrate our 45th anniversary and explore the industry's now and next. RSVP.
When Paul Polman became Unliver’s CEO in 2009, the venerable brand wasn’t in the greatest of shape. According to Polman, who was the first outside chief executive in the company’s history, the consumer packaged goods giant had been struggling through a decade of shareholder stagnation. A strategy that driven by short-termism to satisfy shareholders’ immediate demands was at the heart of the problems Unilever had to address.
“[Advertising spend] was flexible, there we significant cuts in investments, factories and training,” Polman recalled.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in