Unilever CMO tells digital industry to simplify its structure to help brands scale campaigns

Keth Weed at Cannes Lions today. Pic: Twitter

The top marker at Unilever has made a rallying cry to the social and mobile industry to simplify their structures, and to agencies to become leaders in orchestration, as he seeks to lead a transformation to marketing for people.

Speaking at a session called #brightfuture Keith Weed, the chief marketing and communications officer at one of the world’s biggest advertisers, set out a list of goals for the industry and challenged them to transform their thinking, and look at how they attract the top creative talent.

Pointing at a complex chart showing the structure of the mobile and social media industries Weed said the sheer complexity was stopping big brands using the channels at real scale.