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.

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.

Keith Weed, Chief...

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