Most executives who sit on industry advisory boards let the results to speak for themselves, but Unilever CMO Keith Weed is still talking about the potential applications of the Insights2020 initiative for brands around the world.
Weed said Insights2020—which was launched by Millward Brown Vermeer, The Advertising Research Foundation (ARF), ESOMAR, Kantar, and Korn Ferry—offered a sense of how the marketing industry should move forward.
“The insights function needs to step in the area of data. I think we’re seeing that now, but there’s still a think-do gap on data,” said Weed, speaking in an interview clip that was recorded at the Cannes Lions Festival of Creativity in the summer, but only published online by LinkedIn Marketing Solutions a few days ago. “People are talking about data, but not enough people are leveraging it at scale.”
One of the things brands should do with data, Weed suggested, is deliver more “personalized experiences at scale.” This doesn’t merely have to be limited to interactions between a company and a consumer, he added. Unilever, for example, is working with a company that lets its staff use real-time video to collaborate around the world.
While Weed was interviewed prior to Unilever’s surprise acquisition of Dollar Shave Club (and more recently, Seventh Generation), his comments on building a sense of purpose and retaining talent may be particularly important as the company integrates other companies into its global operations.
“I think marketing has a role not just for the individual brands so people can see what kind of company it is . . . but also the corporate brand. What does Unilever stand for?” he said.
