This article was first published on Campaign Asia

Keith Weed, Unilever’s global chief marketing officer, talks with Campaign Asia-Pacific about the changing marketing industry, the FMCG giant’s media-agency review, and the company’s new, future-facing planning structure.

Keith reflected on PHD Worldwide’s CEO, Mike Cooper’s comment at the recent Media360 Summit. Mike talked about how Unilever has put a new planning structure in place that places media agencies at the centre of the process.

Keith said; “The way we used to think about it before was to first create content and then distribution. They were two separate things: creative and media. Now content and distribution come together as one. So where you see something and the context of where you see it makes a huge difference. Our old model was called ABC where A stood for attention and getting awareness; B was about branding; and C stood for communication. Today, we’ve come up with something that’s much more appropriate. It’s called ART and is about authenticity, which is essentially branding with meaning; relevance; and talkability or simply creating awarenesss on steroids, which social media allows.

The first thing one needs to do is think about media choice. Don’t start with a piece of creative or television ad and adapt it to other media. Start with media choice, which indeed puts PHD, our planning agency, in a different situation. This is highly appropriate for the new world. There is so much media choice that brands need to be upfront in a selective way. This is the great dilemma because there has never been a more exciting time to be in marketing and advertising. It’s a big change and we’ve just launched it to 6,500 marketers around the world, hosted sessions with agencies and we’re now embedding it within the teams”.

Click on the link for the complete Q&A campaignasia_com