Unilever’s Keith Weed: ‘Brand integration keeps me up at night’

Unilever’s chief marketing and communications officer Keith Weed says ensuring the group’s brands show up consistently on different channels “keeps him up at night”. He sees the fragmentation of brands as “a massive risk for marketers”.
Speaking on a CNBC panel at the World Economic Forum this week alongside Publicis CEO Maurice Lévy and Salesforce CMO Lynn Vojvodich, Weed says the array of digital platforms has given brands the opportunity to use