Keith Weed: CFOs count where money’s going, marketers where it’s going to come from

There’s no denying the business environment is tough at the moment. Consumer confidence is stuck in the doldrums, there is uncertainty over the outcome of Brexit and global economic growth has slowed.
That has led many firms to look at how to cut costs, rather than invest in growth; a move that has led to increased tensions between marketing and finance.
However, Unilever’s outgoing marketing boss, Keith Weed, says marketers must resist the temptation to sit in a corner demanding in