CMO Weed Reveals Secret of Jumping From No. 8 to No. 1
When Keith Weed stepped into his job as Unilever's chief marketing and communications officer in 2010, the company had just been named Advertiser of the Year at the Cannes Lions International Advertising Festival. But within a year, Unilever's award tallies slipped and by 2012 Unilever came in eighth overall in our Award Report rankings for campaigns like Dove "Real Beauty Sketches" and Ragu's "Long Days of Childhood."
Mr. Weed was determined to do something about that fall. And he's clearly delivered; this year Unilever is sitting pretty at the top of our list. More surprisingly, Mr. Weed managed this feat while stepping up copy testing and restraining agency and production fees.
Part of the success, he said, stems from Unilever's goal of doubling sales and increasing positive social impact while halving its environmental impact, which has inspired and motivated its ranks. The company has also boosted internal creativity by training 80% of its 6,500 marketers on his "Crafting Brands for Life" strategy.
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