Keith Weed reveals Unilever’s (new) formula for brand success

Geoffrey Precourt

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

Brand purpose
Using customer data
Customer centricity
Global
Data-driven targeting
Strategy

More than any single individual, Keith Weed is recognized as a champion of purpose-driven marketing.

But, addressing an Advertising Week New York 2017 audience, Unilever's Chief Marketing and Communications Officer outlined a new "5C" platform that –...

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