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When Unilever’s Keith Weed thinks about the future of brand building, he points to an Axe-branded phone sold in Latin America.
To Weed, the chief marketing and communication officer at Unilever, modern marketing embraces the convergence of entertainment, media and brands. He reiterated that point several times Tuesday during an interview at the 4A’s Transformation 2011 conference in Austin, Texas.
“We’re going to have to make our brands much more media properties in [their] own right,” said Weed, who was interviewed by MediaLink chairman Michael Kassan.
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