Ad Legend & Ex-Unilever CMO Keith Weed On How To Handle A Crisis

Ad Legend & Ex-Unilever CMO Keith Weed On How To Handle A Crisis
SHARE
THIS



Last week, Jules Lund’s Tribe in partnership with Facebook launched a video series in an effort to keep the industry connected and informed as we confront our new reality.

Each week, Lund streams into the homes of the world’s most innovative marketers to uncover how they’re leading their teams to use this disruption as an opportunity to thrive, not just survive.

On Tuesday, Lund spoke with ex-Unilever CMO Keith Weed about handling a crisis, advertising during COVID-19, how to use the pandemic as a catalyst to transform consumer behaviour and how we can use our former commute time to learn something new.

Here are the highlights.

On how to handle a crisis, Weed said: “…we’re in a crisis right now, and…certainly, the most important thing that I think brands can do is remember the golden rule of marketing is to put the consumer first, to put the customer in the centre of what you’re doing – put people first.”

On advertising during difficult times like COVID-19, Weed said: “… the opportunity to engage people with relevant advertising is important and we shouldn’t forget that.

“I mean, we have to be respectful to the real challenges going on in this world. But equally, we have to be respectful of the economy, which supports everyone out there.  And to turn off all activity would be catastrophic.”

Talking to Lund about using COVID-19 as a catalyst to transform consumer behaviour, Weed said: “There are new behaviours that are being learned right now. Start with the step-change in e-commerce.

“You will see post this, a step change in online grocery … and not because suddenly there are more people eating food. No.

“There are people who can come online, who would never normally have come online as quickly as they have right now as a way of getting access to goods… You have to assess in your business, what is the role of e-commerce? Because whatever it is, it is now on a 10x growth curve.”

And how can you use your former commute time as an opportunity to do something new?

Weed advised: “…turn your commute time into a passion project, whether it be learning to cook something or learning to knit, paint, play a musical instrument… and when we come out of all this, we can say, you know what? What did you do? And you could go over X, Y and Z. But I’m also now an expert in creating strawberry jam.”

Watch the trailer below, or the full ep here.

Please login with linkedin to comment

Facebook Keith Weed marketers in pyjamas tribe

Latest News

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
  • Advertising
  • Marketing
  • Media

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering

Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]

by B&T Magazine

B&T Magazine
TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
  • Technology

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director

TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role
  • Media

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role

Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar.  Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.   

Customer Messaging Platform Podium Launches In Australia
  • Technology

Customer Messaging Platform Podium Launches In Australia

Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]

THE EDGE Welcomes New General Manager Emily Copeland
  • Media

THE EDGE Welcomes New General Manager Emily Copeland

Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique
  • Marketing

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique

Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption?    BW: […]

by B&T Magazine

B&T Magazine
Cities connected with lines on a blue globe.
  • Technology

Blis Unveils New Interactive Dashboard That Tracks Consumer Movement In Australia

Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast
  • Media

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast

Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date.  Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]