Unilever’s Keith Weed: The secret to smart localisation and prioritising sustainability

In this final part of a three-part interview series, Unilever’s outgoing Chief Marketing & Commuications Officer, Keith Weed, shares the secret to successful localisation of brand purpose, and why sustainability has to be more than a brand message.

In an exclusive interview with WARC, Unilever’s outgoing Chief Marketing and Communications Officer, Keith Weed, reflects on 35 years in marketing, new business models, Unilever’s localisation strategy, the power of sustainability, and trends shaping the future of FMCG.

In part one, Weed reveals the Unilever campaign he is most proud of, how failure can be helpful, and the lessons from a product launch which wasn’t the expected success.

In part two, Weed discusses what Unilever learned from the Dollar Shave Club acquisition, and the consumer trends driving the future of FMCG.

Read part three below....

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