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.