Marketing executives from Unilever, LG, Publicis Groupe and other top companies in this article explain the changes they would make to Twitter to make it more advertiser-friendly. Keith Weed, Unilever's chief marketing and communications officer, says Twitter should "use research to show that the very high levels of engagement that Twitter commands translate into increased brand equity." Chobani's Peter McGuinness "would like to see less intrusive advertising units that are more organic and relevant to the platform."

Related Summaries