Unilever CEO: Big Brands Can Be 'Suspicious,' Taps 300,000 Influencers

• Unilever's CEO, Fernando Fernandez, believes traditional broadcast messages from big brands can now appear "suspicious."
• Unilever is shifting its marketing strategy to a "said by others" model, relying on recommendations from influencers.
• The company has expanded its influencer network to nearly 300,000 across its various divisions.
• Fernandez rates Unilever's current marketing execution at "a six or six and a half," aiming for significant improvement.
• This strategic shift has contributed to accelerated volume growth, reaching 1.7% in the third quarter.

Why It Matters: Unilever's influencer pivot shows how big brands are adapting to new consumer trust models.