Byravee Iyer
Mar 10, 2015

Q&A: Keith Weed on Unilever’s new media-centric planning process

Unilever's global CMO talks with Campaign Asia-Pacific about the changing marketing industry, the FMCG giant's media-agency review, and the company's new, future-facing planning structure.

Don’t start with a piece of creative or television ad and adapt it to other media: Keith Weed

At Media360, Unilever's global head of communications, Geoff Seeley, introduced himself by saying, Yes, I'm from Unilever, but I'm not just a wallet full of advertising spend. While said in good humour, you have to ask, if that's how Seeley feels, what does it mean to be Keith Weed

While sustainability and digital continue to drive the FMCG giant's annual advertising budget of almost $9 billion, Unilever is heavily focused on revising...

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