December 2025: Unilever's Creator Takeover, Radisson's Nano Strategy & The M&A Rebound
In this year-end episode, hosts Ceci Carloni and Nii Ahene explore three stories that reveal how brands are fundamentally restructuring around creator-first strategies:
🧼 Unilever Admits Defeat (And Wins): The CPG giant's home care division transformed Cleanipedia—a 20-year-old cleaning tips website—into a global creator platform working with 2,000 creators across multiple countries. Their new CEO strategy includes "Said by Others" as a core pillar, essentially admitting that creators deliver brand messages better than Unilever itself. We explore this massive power shift and whether raw…
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