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Unilever CMO Keith Weed: Three things all marketers can do to eliminate ad fraud
If you happened to be hanging around in San Francisco 25 years ago, you might have frequented the world’s first internet café, the SF Net Coffee House Network, which offered coin-operated terminals...
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Keith Weed: Here’s what won’t change in marketing in 2017
I’m penning this sitting in a pub opposite King’s Lynn train station in Norfolk, waiting for my sons to arrive from London for a weekend in the country. Yes, I am still a part-time taxi driver. And as...
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Keith Weed: We need comparable metrics in a digital world
They say one swallow does not make a summer, but on the topic of viewability and fraud in digital advertising there seems to have been an encouraging flurry of swallows recently, and I hope we are...
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Keith Weed: Improving ad quality will solve the industry’s digital issues
It’s time to reset. Over recent months we have seen several important issues – brand safety, ad fraud, incorrect billings, diversity in advertising to name a few – flare up, incite outrage and then...
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Keith Weed: The industry must join forces to banish gender stereotypes
The Cannes Lions Festival of Creativity in June marked the first meeting of the Unstereotype Alliance, co-convened by UN Women and ourselves at Unilever. It was a remarkable gathering, with 24...
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Unilever CMO Keith Weed’s key Cannes takeaways
One topic the Promenade de la Croisette was buzzing about this year was diversity and women’s empowerment. The new Glass Lion award spotlights some of the most inclusive and creative content tackling...
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Unilever’s Keith Weed: It is a brand’s role to help consumers be responsible...
Ban Ki Moon, the secretary general of the United Nations, was heading a contingent of world leaders from 193 countries at the UN General Assembly as they announced a new set of Global Goals designed...
View ArticleKeith Weed: Mobile is the key to creating content that people want
It has been a big year for marketing. We have created considerable momentum in addressing the challenges that affect not only brands, media buyers and media owners but also our most important...
View ArticleKeith Weed: Securing brand legacy means tackling social issues and ad fraud
Brands. Love them or hate them, they are an integral part of our lives. I challenge anyone to go into a supermarket and get out in less than 10 minutes with what they need without brands to help guide...
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Keith Weed: Marketers must follow the ‘5Cs’ to connect with today’s consumers
In 2012 I took to the stage at the Cannes Lions Festival of Creativity to talk about our new marketing strategy, ‘Crafting Brands for Life’. Five years on, and those principles of putting people...
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Keith Weed: My big takeaways from 2017
It’s that time of year when articles turn en masse to reflections of the year, so here are a couple of overarching thoughts that, for me, have really characterised 2017. 1. This has been the year for...
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Keith Weed: Buckle up marketers, the pace of change is only going to get faster
I often say I’ve seen more change in the past five years as chief marketing and communications officer of Unilever than I did in the 25 years I was in business before that, and it’s not a statement...
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Keith Weed: The only solution to fake follower fraud is total eradication
The idea of unintended consequences is not a new one. The first use of the term is said to date back to 1691, when philosopher and physician John Locke discussed the unintended consequences of...
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Keith Weed: Advertising is now at a ‘trust or bust’ moment
Advertisers have a lot to be proud of. Advertising funds a free press – a bedrock of our democracy and a vibrant and pluralist media environment, providing a wealth of news, information,...
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