By Kimeko McCoy • June 26, 2026 •
Subscribe: Apple Podcasts • Spotify
Creators are no longer a media channel or transaction. It’s an entirely new marketing mode — at least that’s what the infrastructure behind Unilever’s creator strategy indicates.
Call it a transformation. Back in 2025, Unilever put the industry on notice after announcing its plans to spend half of its media budget on social channels and increase its investment in influencer marketing.
“We can’t look at influencers as a media channel or a transaction. This is about a new marketing model,” said Selina Sykes, global vp of digital, social and AI transformation of beauty and wellbeing at Unilever.
