MERCADEO Versión en español
Keith Weed of Unilever: Technology can magnify campaigns to co-create with brands
23 de junio de 2016
Weed: Unilever cree firmemente en el marketing como una inversión
For Keith Weed, CMO at Unilever the exciting things nowadays in the industry are the use of influences and technology. “What is available to us now is the technology to use influences at scale” he said during the 2016 Cannes Lions Creativity Festival. For Weed “technology can magnify campaigns to co-create with brands”. He said that there is a lot of things going-on on Cannes, but also familiar themes going through like mobile and data. “Mobile is going to be huge, and there is going to be a lot of focus on that. Weve been talking about data for a long time and now even more”. He referred to the exciting new themes going around such virtual reality, augmented reality and artificial intelligence, all of them are beginning to grow. He also said that marketing is a fantastic investment for businesses. “Brands differentiate products and have real value. Is brands what engages with people, not products”. He concluded saying that Unilever believes strongly that marketing is an investment that builds their brands and that commitment is the reason why they are in places like Cannes Lions.
