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 two, Weed discusses what Unilever learned from the Dollar Shave Club acquisition, and the consumer trends driving the future of FMCG.

Read part three below.

With local FMCG brands challenging Unilever’s empire of brands around the world, outgoing Chief Marketing & Communications Officer Keith Weed acknowledges that it is crucial for Unilever to keep its finger on the pulse as brands such as India’s Patanjali make their mark.