Paul Polman (CEO Unilever) informed that the absolute level of brand and marketing investment during the 2017 fiscal year was flat in local currencies versus the prior year, as savings in advertising production were re-invested in increased media spend, particularly in the second half of the year. As a percentage of turnover, brand and marketing investment was down 60bpslast year.<\/p>\n In 2016 total marketing investment by Unilever totalled \u20ac7,731 million, down from \u20ac8,803 million in 2015. Once reached\u00a0 the he 3Vs<\/strong><\/span><\/p>\n \u00abAt Unilever we have been clear and consistent over the past three years about what we consider the minimum standards to be, across the 3 Vs of viewability, verification and value, and that consistency has delivered results. In viewability we have established and implemented industry leading viewability standards, including working with Group M and others on a new display news feed standard, and we are in the final stages of research to establish news feed video standards.<\/p>\n \u00abFor verification, we are successfully working with third party to verify our media across all platforms across the globe. All leading to greater value from our media spend. Our position here has not changed. And there is still more to do. But ultimately, these are table stakes.<\/p>\n Unilever adds responsibility requirements in three fields<\/strong><\/span><\/p>\n \u201cAnd it is acutely clear from the groundswell of consumer voices over recent months that people are becoming increasingly concerned about the impact of digital on wellbeing, on democracy \u2013 and on truth itself. This is not something that can brushed aside or ignored. Consumers are also demanding platforms which make a positive contribution to society,\u00bb underlined\u00a0Keith Weed Unilever’s CMO.<\/p>\n Ad he continued: \u201cSocial media should build social responsibility. So it is in this context that, as one of the world\u2019s largest advertisers, I make these three commitments here today, about Unilever\u2019s digital media supply chain. It\u2019s time to change the conversation.<\/p>\n \u201cFirstly, responsible platforms<\/strong><\/span><\/em>. Our commitment: Unilever will not invest in platforms or environments that do not protect our children or which create division in society, and promote anger or hate. We will prioritise investing only in responsible platforms that are committed to creating a positive impact in society.<\/p>\n \u201cSecondly, responsible content<\/strong><\/span><\/em>. Unilever is committed to creating responsible content, initially tackling gender stereotypes in advertising through #Unstereotype, and championing this across the industry through the #Unstereotype Alliance.<\/p>\n![\"\"](\"https:\/\/eastwind.es\/marketing\/wp-content\/uploads\/sites\/2\/2018\/02\/Unilever_Paul_Polman_CEO.jpg\")
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\nAs unveiled by Keith Weed there are plans to invest around $8.4 (\u20ac7.7Bn) in the brand and marketing chapter this year.<\/p>\n<\/a>