The coronavirus outbreak provides an opportunity for the advertising industry to tackle the issue of trust and fulfil its responsibilities to the people, businesses and economy of the UK, says AA president Keith Weed.
Despite initiatives aimed at tackling bad advertising, stereotyping and building a sustainable future for digital, trust in the marketing industry is plummeting. But Unilever’s outgoing marketing boss Keith Weed believes the situation is retrievable.
Brands must work collaboratively with platforms and partners to rid the digital ecosystem of fraudulent activity and rebuild trust.
The world is changing at lightning speed so marketers have got to ensure they have the tools and skills they need to face the challenges ahead.
Three things have grabbed by attention this year: the acceleration of video, calls for better digital measurement and the compelling economic argument for more diversity.
In order to navigate the new connected landscape marketers must follow the ‘5Cs Framework’, which focuses on consumers, connecting, content, commerce and community.
Banishing gender stereotypes is a business imperative but the entire industry must come together for it to have an impact.
Previewing his Cannes Lions keynote session, Unilever chief marketing and communications officer Keith Weed says focusing on quality and diversity will make consumers more open to ads where they see themselves reflected.
The industry is making progress on ad fraud and viewability, but there is still a long way to go, says Unilever’s chief marketing and communications officer.
If marketers think more about treating consumers as people, they will find meaningful ways to make an impact in 2017, says Unilever’s chief marketing and communications officer.
Advertisers have a responsibility to fight ad fraud, not just because it costs money but because it is illegal, funds criminals and puts our customers at risk. Here are a few things we can all do to make a difference.
Brands need to tackle ad fraud and and take on difficult issues, says Unilever chief marketing and communications officer Keith Weed.
It is the time of year when we can look back on what we have achieved as an industry in 2015, and look forward to what the future may bring.
What do Ban Ki Moon, Bill Clinton and Beyoncé have in common? No, it’s not the start of a bad joke, but rather a snapshot of the people who were in New York City last week, all with the same aim – galvanising people to take action for the good of our planet.
I challenge even a hard-hearted veteran of Cannes not to be inspired by the incredible work our industry produces. Seeing it always reminds me of how lucky I am to work in such a dynamic field.