Unilever’s Keith Weed on controversial standpoints and why brands must accept the risk of cheap media

This event report discusses how Keith Weed, CMO at Unilever, views brands that take a stand on issues and how he feels digital media buying needs to change.

Brands are worried. The shifting international political scene, marked by deep divisions in societies across the world, has presented tough challenges to the idea of a shared culture. For brands, this throws up the question of whether it is possible to be mass market in 2017. Can they appeal to everyone and offend no one while still taking a stance on an issue in society? As PepsiCo's misjudged ad with Kendall Jenner demonstrated, it's all too easy to get it wrong.

Keith Weed, CMO at Unilever, the FMCG giant, has continued to invest in and champion brands within the company's...

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