Unilever isn’t spending enough on digital marketing in the UK, according to its VP of Global Communications Planning Babs Rangaiah, and needs to increase its spend in line with consumer use and habits.
Rangaiah moved to Unilever from Agency.com in 2008
An interview from today’s New Media Age quotes him as saying that investment in the UK and Europe is well below what Unilever spends in the US, despite similarities in digital consumption.
Rangaiah feels that spend should reflect levels of media consumption. Consumers are not only using social media much more but also viewing a lot of TV online, as broadband access widens.
