Matthew Carlton
Aug 28, 2013

Communications: Blending of roles may edge out PR agencies

The blurring of lines due to social media has seen marketers in charge of communications—and PR agencies have to adapt.

The task of many senior marketers is getting increasingly complex, with many now finding themselves in charge of communications. While in the past it was smaller companies fusing senior marketing and communications rolesarguably as a cost-saving strategysome of the world’s biggest brands now see it as a logical means to achieve their business goals. For instance, Unilever’s chief marketing officer Keith Weed was given the additional remit of overseeing communications as part of his seat on...

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