"Mobile is going to have a bigger impact than the Internet," Unilever CMO Keith Weed talks new brand strategy, sustainability and the power of mobile
Crafting Brands for Life has been the marketing strategy global consumer goods supplier Unilever has adopted in recent months as it becomes a company that aims to make a difference and affect change in the lives of its customers, as well as selling their products to them.
The strategy is being led by Keith Weed, chief marketing officer for Unilever, who, when The Drum catches up with him in the press room at Dmexco in Cologne, has already been for a three mile run, held a couple of meetings and delivered the keynote talk for the conference. All this and it’s only 11am. This is a man who travels the world constantly, and is literally always on the move.
Despite the constant demand for his attention, Weed is found to be an enthusiastic and breezy individual, who has also been heading up the company’s sustainability effort, which he needs no excuse to talk about.
“According to WWF we are living off two-and-a-half planets. If the world lived like Europeans we'd need three planets and if the world lived like Americans we'd need five planets,” he tells The Drum, explaining that his role was created to combine overseeing the marketing, sustainability and communications coming out of Unilever.
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