The World’s Most Influential CMO / Independent Director, WPP / Former CMO, Unilever (UK)
Keith Weed: Is Branded Content Killing Advertising?
Keith Weed is certainly amongst the world’s most important leaders in the history of our industry. The shift of focus towards brands with purpose, the biggest change in our industry in the past decade, is his direct and undeniable legacy. Voted as the world’s greatest and most influential Chief Marketing Officer in 2017, 2018 and 2019 by Forbes, he spent his career championing one of the world’s most progressive marketing agendas, with a view on what the industry needs for a sustainable future, and leading the change around social and environmental sustainability.
As the CMO of Unilever, the world’s second biggest advertising spender, Weed has been a trailblazer for both the company and the industry. Voted Global Marketer of the Year by the World Federation of Advertisers and winner of The Drum’s Lifetime Achievement Award in 2018, Weed devoted his time to constantly evolving the company’s approach to marketing, making it fit for the disruptive and fast-paced environment and thus achieving the business case for sustainability.
In his talk Is Branded Content killing Advertising? KeithWeed will explore why advertising is suffering a decline in trust while branded content seems to address many of today’s issues. He will focus on the new landscape of content, the ever-growing need for more high-quality content, at greater speed and lower cost, the opportunities and challenges for brands within both advertising and content spheres in the constantly changing marketing and advertising world.