Around the World: Unilever’s bold shift & Four Seasons’ marketing jackpot

Antony Young rounds up media news from beyond Aotearoa in a regular column for StopPress. This week: Unilever is moving 50% of its ad spend to social media, The White Lotus‘ partnership with the Four Seasons is seeing travellers desperate to stay at the hotel, and why brands need to tune into podcasts.

Unilever’s bold shift: 50% of ad spend moves to social media

In a major strategic overhaul that looks set to shake up the industry, Unilever’s new CEO Fernando Fernandez is steering the company toward a social-first advertising model, with plans to allocate 50% of its media budget to social media and increasing influencer collaborations twentyfold. Fernandez’s appointment follows a period of reinvention at Unilever, including 7,500 job cuts and increasing marketing investment by 15.5%. This change of direction reflects his belief that consumers are wary of traditional corporate messaging, prompting a shift away from conventional advertising toward influencer-led engagement.

With a focus on key markets like India and Latin America, Unilever aims to hyper-localise campaigns, leveraging influencers across thousands of communities to drive brand relevance and consumer trust.  Separately, a new report by Emarketer shows U.S. influencer marketing spending surpassing $ 10 billion in 2025.

How The White Lotus made Four Seasons a luxury must-visit

If you’re as captivated as I am with The White Lotus, then you won’t mind the show’s partnership with the Four Seasons, which apparently has proven to be a marketing jackpot, transforming the luxury hotel chain into a central character in the hit series. What began as a pandemic-era necessity – allowing production to take over its Maui resort – has evolved into a brand association, driving record web traffic, increased occupancy rates, and premium suite bookings.

Following the success of seasons filmed at Four Seasons properties in Hawaii, Sicily, and now Thailand, the hotel chain has leaned into The White Lotus phenomenon, hosting themed viewings, launching pop-up bars, and even offering a 20-day private jet tour to the show’s iconic locations, with a surge in “set-jetting” travellers seeking The White Lotus experience – minus the murder!

Why brands need to be tuning in to podcasts

Every time I hit the gym, my first move isn’t grabbing a weight or jumping on the treadmill – it’s queuing up my favourite podcast. This deep engagement is why advertisers are increasingly flocking to podcasts as a marketing channel. According to The Fandom Phenomenon study by Wondery, dentsu, and Edison Research released this week, 71% of podcast fans feel like they’re friends with their favourite hosts, which is making them highly receptive to brand messages. 55% of listeners are more likely to consider a product recommended by a podcast host, while 57% pay closer attention to brands that support their favourite shows. Listenership is on a tear as well. 

The Edison 2024 Podcast report reinforces this trend, revealing that 42% of Americans aged 12+ listen to podcasts monthly, a number that has more than doubled in the last decade. With 100 million Americans tuning in weekly, unlike traditional ads, podcast promotions feel more organic, embedded into content audiences already trust.

Podcasts, smart speakers & streaming — The latest report on UK listenership released

Staying on the podcast theme, UK listener habits also undergoing a major transformation, driven by the rise of connected devices and digital audio formats. The increasing use of smart speakers, podcasts, and streaming services has expanded commercial audio reach, with 76% of UK adults now engaging with commercial audio weekly – a growth of 5.3 million listeners over the past six years.

Audiences are also spending more time with audio, reaching a record 627.5 million hours per week in 2024. Podcasts have doubled their weekly reach since 2018, now making up 11% of total commercial listening, with ad revenue for the format growing 43% in two years. Despite the growth of digital alternatives, live radio remains the dominant audio format, especially on smart speakers, where it accounts for 71% of listening time.

The campaign taking a stand for disability inclusion

With the Trump administration waging a battle against DEI, it’s great to see CoorDown’s campaign ‘No Decision Without Us’ advocating for the inclusion of people with disabilities in decisions affecting their lives.

Set as a musical film with Grey’s Anatomy star Caterina Scorsone, the campaign highlights the exclusion many face in personal, societal, and civic spaces. Created with input from the disability community, it calls for systemic change, urging society to move beyond token inclusion and ensure meaningful participation in shaping the world.

The music industry has changed forever – Here’s what Spotify just revealed

In 2024, Spotify paid a record $ 10 billion, more than doubling global recorded music revenue since 2014. Independent artists and labels earned over $ 5 billion, though rising competition makes it harder for new artists to break through despite increased opportunities. Music has become more global than ever, with artists earning $ 1 million+ in royalties across 17 languages, while those making $ 100K+ recorded in over 50 languages. Notably, nearly 1,500 artists surpassed $ 1 million in earnings without a chart-topping hit, proving that sustained success now depends more on dedicated fan bases than mainstream exposure.

India’s ad market faces major investigation

India’s advertising industry has been shaken by raids on top ad agencies as the country’s competition watchdog investigates alleged price fixing in TV advertising. Authorities searched the offices of GroupM, Publicis Groupe, Interpublic Groupe, Dentsu, and Havas, along with industry bodies like the Indian Broadcasting and Digital Foundation (IBDF).

Investigators suspect media agencies colluded with broadcasters to manipulate ad pricing and discounts, a practice that could unfairly impact advertisers and smaller agencies. Reports suggest the investigation was triggered by a tip-off from a rival agency or a major advertiser. With India’s ad market valued at $ 18.5 billion, this probe could have significant implications for the industry.

Oracle eyes TikTok deal

Reports suggest that Oracle is emerging as the frontrunner to become TikTok’s U.S. partner. The company is currently evaluating a proposal that would involve collaborating with TikTok and its parent company, ByteDance, on security and operational aspects.

However, ByteDance would retain full control over TikTok’s powerful algorithm, which drives the platform’s highly engaging “For You” feed.

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