Top Story


Home >> Marketing >> Article

Keith Weed talks Brand Safety; threatens to cut ads on digital platforms

Font Size   16
Keith Weed talks Brand Safety; threatens to cut ads on digital platforms

Consumer goods giant Unilever, one of the world’s biggest advertisers, has threatened to pull investment from digital platforms such as Facebook and Google that “create division” in society or fail to protect children. In India alone, Hindustan Unilever Limited has an advertising budget of around Rs 3,000 cr, 15 % (Rs 450 cr) of which could account for the company’s digital spends. 
However, soon after the speech, Keith Weed, chief marketing officer Unilever tweeted saying, "Look forward to the continued collaboration with @facebook & @Google to build a digital eco system fit 4 the future"

Earlier in the day, Weed described online networks as "a swamp" mired with fabricated news, racist, sexist and extremist content in a speech Monday at the Interactive Advertising Bureau's annual leadership meeting in Palm Desert, California.

"As a brand-led business, Unilever needs its consumers to have trust in our brands," Weed said in a statement in advance of the speech. "We can't do anything to damage that trust — including the choice of channels and platforms we use. So, 2018 is the year when social media must win trust back."

He Tweeted: 

This announcement comes at a time when social media platform Facebook is being criticised for allowing external forces to influence the US elections. Facebook also recently noted that social media is detrimental to a democracy and is trying to make changes to its News Feed algorithm to give more priority to posts from social circles. Google's YouTube has also taken the brand safety purpose more seriously and has increased the threshold for monetisation of videos on its channels to keep out bad actors.  
Unilever has already been slashing its advertising spend, as it seeks to cut costs across the organization. It has cut the number of ads it makes and the number of agencies it works with.

Google, a unit of tech giant Alphabet, and Facebook are estimated to have taken half of online ad revenue worldwide in 2017 and more than 60 percent in the United States, according to research firm eMarketer.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business