“It’s not the size of the dog in the fight, it’s the size of the fight in the dog,” quoting Mark Twain at the 57th Annual Advertising Festival in Cannes, Unilever Chief MarketingOfficer (CMO), Keith Weed claimed the prestigious honour of Advertiser of the Year 2010. Currently embarking on a new venture regarding hosting the “iAd” feature onsmartphones, Weed is at the forefront of developments in the marketing industry. He truly believes that the current state of the economy suggests a need for smart and targeted marketing tactics and using the tools that
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consumers are using will allow promotional practices to be more successful in obtaining the results they desire. As well, he suggests that “now is a really exciting time to get into marketing. Not just because of the digital revolution and all that’s changing around it, but actually in tough
economic times, that’s when you have to do the best marketing.” In his perspective, it is a company’s clever marketing strategies that will enable them to capture the attention of this economy’s frugal consumers and still be profitable as a business. Moreover, Weed suggests that, “Marketing is the very thing in tough times. The finance guys of the business account for where all the money’s going, the marketing guys account for where the money’s coming from.” Leaders in the marketing industry provide more than insight into the future of marketing, but rather their ability to inspire companies to achieve beyond their own expectations, is priceless. A pioneer in developing marketing into the industry it is today,
Keith Weed, at age 48 is a distinct visionary and inspirational leader. As the CMO of Unilever, Weed is responsible for an “excess of $7 billion worth of adspend and announced his ultimate goal as “doubling [their] business.”
