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Social media marketing6

Jul 29 2026

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BRAND BUILDING with CREATORS 2: PRACTICAL CREATOR PLAYBOOK

By David Taylor Social media marketing

Last week, we looked at new evidence from System 1, WPP Media and TikTok showing how creators can be a serious brand-building vehicle. We also saw how the most effective…

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Jul 22 2026

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BRAND BUILDING WITH CREATORS 1: WHAT DRIVES EFFECTIVENESS?

By David Taylor Social media marketing

More and more brand teams are using "creators", aka influencers, as part of their marketing mix. In Kantar’s Media Reactions study, 66% of B2C marketing decision-makers said they planned to…

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Jul 15 2026

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Busting 3 myths about media today

By David Taylor Distinctive communication, Social media marketing

Media planning is full of myths that are great for clickbait but bad for brand building. These sweeping statements can lead teams to make poor media choices, missing out on…

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Apr 30 2026

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How to Grow your brand with Creator-led Content

By David Taylor Social media marketing

Influencer marketing is a hot topic. We posted recently on Unilever’s public commitment to use it as part of a “social-first” strategy. If you are planning to follow a similar…

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Apr 23 2026

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The hidden half of Unilever CEO’s SASSY brands strategy

By David Taylor Global branding, Social media marketing

Last week's post addressed Mark Ritson’s critical reaction to Unilever CEO Fernando Fernandez's speech on the company's social-first strategy. Ritson described the approach as a “failure in basic brand management”…

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Apr 15 2026

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Is Ritson right to slam Unilever CEO’s “social first” strategy?

By David Taylor Social media marketing

Mark Ritson recently slammed Unilever CEO Fernando Fernandez's presentation of the company's "social-first" marketing strategy (1), which will see social media marketing's share of spend increase from 30% to 50%.…

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