Engaging with media and markets: Unilever's prowl for experiential improvement

The address of Keith Weed, Unilever’s chief marketing and communications officer, to the 2011 4A’s Transformation Conference in Austin, Texas is the focus of this report.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands