Global CMO Talks About New Technologies and Why Apple's iAd Is Still In Unilever's Plans
Unilever, the world's second-largest advertiser, brought more than 30 marketing executives to the Consumer Electronics Show in Las Vegas to meet with tech partners and immerse themselves in the technologies shaping the way people interact with content and one another.
Ad Age sat down with global CMO Keith Weed to talk about the impact of connected TVs, the cloud, mobile, computers in cars and the other emerging technologies on Unilever's ad spending plans. The megatrend that Mr. Weed is watching closely: the move to an on-demand world of content and what it will mean for the billions Unilever spends on TV advertising worldwide.
"The cloud is important to us because now people can select what they want to view when they want to view it, and as an advertiser there are consequences for that," Mr. Weed said. "There might be an opportunity for the brand to be a filter; using Axe, say, to get male programming, or with a beauty brand or food."
Unilever is also forming what it calls a Digital Advisory Board and filling it with outside execs to help the packaged-goods giant navigate the future. Board members include former Microsoft VP-marketing Mich Matthews, former Yahoo EVP Hilary Schnieider and Dan Gill, CEO of Huddler, a startup that creates media properties out of message boards. The goal, Mr. Weed said, is to "get to the future first."
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About Me
- Keith Weed
- I am responsible for the marketing and communication functions at Unilever, a role that also includes leading Unilever's sustainability work, its drinking water business (Pureit) and the Unilever brand. Prior to this I was Executive Vice President for Global Home Care & Hygiene at Unilever, covering Fabric Cleaning, Fabric Conditioning, Household Cleaning Products, Oral Care and Potable Water. Previously I was Chairman of Lever Fabergé and Chairman of Unilever Export. I have worked for Unilever in the UK, France and the United States, as well as in a variety of global and regional management and marketing roles. Outside Unilever, I am a Fellow of The Marketing Society and, as an engineering graduate, a Fellow of the Institute of Mechanical Engineers. I am also a non-Executive Director of Sun Products Corporation.