Unilever’s Keith Weed on lessons from direct-to-consumer and the future of FMCG

In this second part of a three-part series, Unilever’s outgoing Chief Marketing & Communications Officer, Keith Weed, discusses what Unilever learned from the Dollar Shave Club acquisition, and the consumer trends driving the future of FMCG.

In an exclusive interview with WARC, Unilever’s outgoing Chief Marketing and Communications Officer, Keith Weed, reflects on 35 years in marketing, new business models, Unilever’s localisation strategy, the power of sustainability, and trends shaping the future of FMCG.

In part one, Weed reveals the Unilever campaign he is most proud of, how failure can be helpful, and the lessons from a product launch which wasn’t the expected success.

In part three, Weed shares the secret to successful localisation of brand purpose, and why sustainability has to be more than a brand message.

Read part two...

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