Engaging with media and markets: Unilever's prowl for experiential improvement
Geoffrey Precourt Warc
Keith Weed, Unilever's chief marketing and communications officer, clearly likes to get his hands dirty. "I'm a believer in grasping the time in front of you," he told the 2011 4A's Transformation Conference in Austin, Texas. "If you want to be a spectator, that's fine. But you'll never excel. You'll never become a great boxer by watching boxing matches or reading boxing magazines. You have to get in there and have a fight. That's the way you learn."
In 2010, Weed famously brought 26 top...