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 – in addition to programs that appeal to customer passions and interests – will shape the future of advertising and media.

"[The future of marketing] is happening around us as we speak," he said. "The big driver is technology, but there's an even bigger driver than technology. It's the way consumers are reacting to these changes; they are changing their behavior.

113238f01

Keith Weed, Chief Marketing and Communications Officer, Unilever

"We once said that consumer behavior happens slowly. It's now happening incredibly quickly. As we are seeing that change, we're seeing attitudes towards brands and advertising changing as well. Half of the world is now online – 3.8 billion people. Of course, that means that there's about half the world yet to come online. And they're going to come online. And it will be on mobile, not on desktops and laptops."