Emily Tan
Jun 18, 2018

Diageo, Samsung and eBay chief marketers respond to Unilever's influencer challenge

The answer is to work only with influencers who are genuine and are part of your brand story, said top marketers from Diageo, Samsung and eBay.

Cannes panel (L-R): Mathieu, Saller, van Dedem, and Blau

Syl Saller, chief marketing officer at Diageo, Marc Mathieu, chief marketing officer of Samsung Electronics America, and Godert van Dedem, vice-president and chief marketing officer of eBay EMEA were on a panel hosted by The Economist at Cannes Lions 2018, when they were asked about Unilever's pledge to stop working with influencers who buy followers.

Van Dedem agreed with the movement to work with more genuine influencers, but he thinks...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Related Articles

Just Published

Premium
Why advertisers can't afford to screw up 5G
Premium
29 minutes ago

Why advertisers can't afford to screw up 5G

When thinking about optimal user experience, we need to take into account more than individual ads, Zenith's mobile specialist warns.

Premium
You don’t always need to pay to play
Premium
1 hour ago

You don’t always need to pay to play

Don't discount the importance of SEO in communications plans for building reputation, argues Edelman's digital director.

Premium
APAC leading globally for in-app ad growth
Premium
1 hour ago

APAC leading globally for in-app ad growth

TOP OF THE CHARTS: PubMatic’s latest mobile index also highlights the rise of PMPs and how video is driving in-app media spending.

Premium
Mondelez consolidates global creative with WPP and Publicis
Premium
12 hours ago

Mondelez consolidates global creative with WPP and ...

The CPG food giant will also work with several "guest specialist agencies."