• Unilever CMO Leandro Barreto told Cannes Lions 2026 that brand growth depends on ideas communities choose to share, not media weight.
• Marketing investment rose about 300 basis points over three years to about 15% of turnover, spanning brand building, retail, omni-channel activation.
• AI tools cut product-imagery production time by 50% at half the cost; AI Studios deliver content 30% faster, doubling click-through rates.
• Barreto linked the strategy to Q1 2026 momentum, with Power Brands posting 5% underlying sales growth on 4% volume growth.
• He positioned “Desire at Scale,” launched in 2025, as the operating model to lift brand quality, relevance, reach to drive volume growth.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Unilever plc published the original content used to generate this news brief on June 24, 2026, and is solely responsible for the information contained therein.