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.

Tags digital advertising Google Unilever facebook

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube