Keith Weed has a warning for any marketers who believe they are mastering digital communications – or, indeed, that solving disputes around topics like brand safety and data privacy will be a long-term panacea.

“I think what we're going to see in five years is something that's going to make life a lot more difficult than the debate we're having right now,” he told delegates at the 2018 Cannes Lions International Festival of Creativity.

Keith Weed, Chief Marketing and Communications Officer, Unilever

Moreover, he has identified the principal driver of that change: “I think the whole shift into voice is going to transform [marketing].”

As chief marketing and communications officer at Unilever, the consumer packaged goods manufacturer, Weed controls a budget topping $8 billion a year. With 2.5 billion people using the firm’s brands – be it Dove beauty products, Lipton tea, Hellmann's mayonnaise or Axe deodorant – each day, the company essentially is the dictionary definition of a mass marketer.