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CANNES, France—How does a global marketer like Unilever put the focus on the individual consumer? At scale, of course.
"We have gone from mass marketing to mass customization," said Keith Weed, the chief marketing and communications officer of the CPG giant, at a Cannes Lions talk with the lofty title "The Future of Marketing."
"The CMO role has gone from the idea of a chief macro officer to a chief micro officer," Weed offered. The job of a mass marketer, he pointed out, now means "understanding individuals in each and every place around the world."
Weed used Unilever campaigns encompassing what he termed the "three i's"—individuals, influencers and impacts—to illustrate how the seemingly disparate ideas of global and local can coexist in a singular marketing push.
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