MERCADEO Versión en español
Keith Weed from Unilever: Trust is the magic ingredient to build brands
Manuela Walfenzao| 9 de mayo de 2016
Weed: Tenemos que darle prioridad a la marca y a la idea
The CMO at Unilever, Keith Weed, feels that in such a fragmented advertising industry, it is key to work in a comprehensive and collaborative way. We collectively need to prioritize the brand and the idea over maximizing the individual channel. This requires a huge amount of trust. Hard to achieve, easy to lose but absolutely vital to creativity, trust is the magic ingredient that builds brands that make an impact, brands that matter” he explained. Unilever Foundry works with start-ups and technology to incorporate new thinking into our brands. “This has taken a huge leap of faith to shift to a model where we dont necessarily have to own the ideas” pointed out the CMO. “Removing the barriers of the traditional pitch-to-scaling model has released an enormous injection of creativity into our business.””Building a brand with impact simply cant happen when you are focused only on delivering your piece of the equation. We recently launched our new Knorr campaign, “#LoveAtFirstTaste”, which reached more than five million views in the first 24 hours. Delivering this kind of content at scale requires hard graft, teamwork and a huge amount of trust. We had more than eight companies sitting in the Knorr command center seeding this creative around the world” he expressed.”Our industry is not going to stop changing. It is not going to slow down. And it is not going to get easier. But neither has it ever been so exciting. Work closer together. Prioritize the brand and the idea. Trust each other.”
