It’s hard to disagree with Keith Weed: Nick Emery, Global CEO, Mindshare at Cannes
Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.
As Day 1 of the Cannes Lions International Festival of Creativity 2018 saw consumer goods giant Unilever, known as the world's second-biggest advertiser, creating buzz by announcing to cut ties with digital media "influencers" who buy followers, we caught up with Nick Emery, Global CEO, Mindshare, to find out what he thinks about it. Emery, in a brief conversation with exchange4media, also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.
Watch the video or read the edited excerpts below:
Keith Weed, Chief Marketing Officer of Unilever, has announced that he wants to cut ties with digital media influencers who buy followers as he wants to help make advertising more transparent. What is your take on it?
Everything that Keith says has a touch of genius. It’s hard to disagree with Keith. Well, he is right. If you have set yourself up to be a genuine brand, you need to make sure that everything that you do, including how you interact with your consumers, makes them trust you. Suddenly, it becomes about cutting off completely with everybody and then dealing in a way that your communication presents a clear picture of what you represent and why.
In this era where AI and bots are driving everything, how will you at Mindshare ensure that it is taken care of?
Well, the same way we deal with everything. By setting up a protocol that checks
what is fraudulent. We have a group security officer and our protocols are best in class and quite rigorous. We make sure that we are continually vigilant.
What are your expectations from Cannes Lions 2018?
I am game for the agenda of how to be creative and have some fun while doing it. I feel that we are going to move on from procurement and pricing led pitches to pitches that really drive business transformation. And that’s exciting. If we have the audience for this and if we can come up with ways to revolutionise our work, then that’s what this is about.
How is Mindshare doing without Sir Martin Sorrell ruling WPP?
Well, it’s just the same. You can’t be running a company for 33 years and not be missed. What I find remarkable is the speed at which people have moved on.We talk in terms of speed and adaptability and agility and we are demonstrating that.
A word on Mindshare India...
I love Mindshare India. We continue to be proud of things that Mindshare India
under PK (Prasanth Kumar) is doing, especially the network that they are building to expand our markets.
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