Almost to the year since Unilever announced that it was embarking on a large scale cleanup of its influencer marketing ecosystem, the CPG company is finding it’s easier said than done.
Unilever’s mission to clean up fraud was part of a larger “responsibility” framework driven by outgoing chief marketing officer Keith Weed. The Responsible Infrastructure strategy had a few different points, including assessing reach and impact of its media spend across platforms and publishers, to offer more transparency. (This also included more efforts to have gender and racial diversity across its advertising and internally.)
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