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Keith Weed, CMO & Chief Communications Officer

September 25, 2018

Keith Weed

The skills CMOs must invest in today to ensure they stay at the top

..... Training should not be something marketers stop doing the further up the ladder they climb. That’s the view of Unilever’s chief marketing and communications officer Keith Weed, who says marketing leaders often get distracted by day-to-day business tasks and forget the importance of refreshing skills and capabilities. “It’s remarkable that if you’re in a football team you totally accept that you have to build skills, you have a coach, you do training, but when you get into business it seems training is something you fit in, or real business is doing meetings and answering emails, when actually in today’s world making sure your skills and capabilities are cutting edge is more important than ever before,” he says. .....

September 20, 2018

Keith Weed

Combating Fake Followers in Influencer Marketing

..... “At Unilever, we believe influencers are an important way to reach consumers and grow our brands. Their power comes from a deep, authentic and direct connection with people, but certain practices like buying followers can easily undermine these relationships,” Keith Weed, chief marketing officer at Unilever, said at the Cannes Lions International Festival of Creativity. eBay, Samsung, and Diageo reflected this sentiment during a panel session at the festival. “What I want to do is give our sellers a voice, rather than influencers who have a following and are willing to write a post. .....