This includes Unilever’s own evidence that high-purpose brands deliver greater sales growth.

“The announcement of a growth and marketing role is a sign of climate change within the organization and a focus on building commercial value,” said Murphy.

“In large [corporations] with multiple brands working across different sectors, it’s easy for marketing to become an academic and slightly removed function. The business and its brand can have such scale and momentum that marketeers stop feeling the immediate commercial imperative and become distracted by more theoretical measures and initiatives. This new appointment signals a clear focus on performance and delivery.”