{"id":29978,"date":"2018-12-07T15:35:39","date_gmt":"2018-12-07T15:35:39","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/licone-marketing-keith-weed-quitte-unilever\/"},"modified":"2018-12-07T15:35:39","modified_gmt":"2018-12-07T15:35:39","slug":"licone-marketing-keith-weed-quitte-unilever","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/licone-marketing-keith-weed-quitte-unilever\/","title":{"rendered":"L\u2019ic\u00f4ne marketing Keith Weed quitte Unilever"},"content":{"rendered":"<p>Keith Weed, directeur marketing chez Unilever, prend sa retraite. Weed travaille chez <strong>Unilever <\/strong>depuis 35 ans et est connu pour ses critiques \u00e0 l&rsquo;\u00e9gard des canaux publicitaires online tels que <strong>Google <\/strong>et <strong>Facebook<\/strong>.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Unilever supprime la fonction de directeur marketing ?<\/h2>\n<p>\nKeith Weed met fin \u00e0 sa carri\u00e8re chez Unilever apr\u00e8s 35 ans de bons et loyaux services. Le responsable marketing se dit pr\u00eat pour un nouveau d\u00e9fi et quittera la soci\u00e9t\u00e9 au mois de mai, \u00e0 l\u2019\u00e2ge de 57 ans. Sa d\u00e9mission intervient \u00e0 un moment o\u00f9 <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-britannique-alan-jope-succ%C3%A8de-%C3%A0-paul-polman-en-tant-que-ceo-d%E2%80%99unilever\" target=\"_blank\" rel=\"noopener\">Unilever est \u00e9galement en train de proc\u00e9der \u00e0 un changement de PDG<\/a> : Paul Polman, dirigeant depuis des un bon bout de temps, est remplac\u00e9 par Alan Jope qui prendra ses fonctions le 1er janvier.<\/p>\n<p>\u00a0<\/p>\n<p>Aucun successeur ne sera recherch\u00e9 pour Keith Weed tant que le nouveau PDG ne sera pas \u00e0 son poste. C\u2019est Jope qui devra d\u00e9cider de l\u2019avenir de la direction marketing de l&rsquo;entreprise, d\u00e9clare un porte-parole d&rsquo;Unilever au Wall Street Journal. Il est cependant possible que l\u2019entreprise<a href=\"https:\/\/www.wsj.com\/articles\/unilever-cmo-keith-weed-to-retire-1544114371\" target=\"_blank\" rel=\"noopener\"> ne d\u00e9signe pas de nouveau CMO du tout<\/a>, affirment des sources du WSJ. Le nouveau dirigeant Jope lui-m\u00eame serait un b\u00e2tisseur de marque ayant des affinit\u00e9s marketing, tandis que ce sont d\u00e9j\u00e0 les responsables des diff\u00e9rentes divisions d&rsquo;Unilever qui g\u00e8rent leurs propres budgets marketing.<\/p>\n<p>\u00a0<\/p>\n<p>Il est donc possible que le r\u00f4le chapeautant soit supprim\u00e9 et que tous les pouvoirs marketing soient attribu\u00e9s aux trois d\u00e9partements, \u00e0 savoir : beaut\u00e9 et soins personnels, produits m\u00e9nagers ainsi qu\u2019alimentation et boissons. En effet, Unilever souhaite apprendre \u00e0 travailler de mani\u00e8re plus flexible et plus rapide, d&rsquo;autant plus que le holding de marques a \u00e9t\u00e9 impact\u00e9 par <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/kraft-heinz-doet-overnamebod-op-unilever\" target=\"_blank\" rel=\"noopener\">une offre publique d&rsquo;achat hostile de la part de <strong>Kraft<\/strong><\/a>.<\/p>\n<p>\u00a0<\/p>\n<h2>Les g\u00e9ants de la publicit\u00e9 online critiqu\u00e9s<\/h2>\n<p>En tant que directeur marketing, Weed a donn\u00e9 un fameux coup de pouce en faveur du marketing num\u00e9rique chez Unilever, m\u00eame s&rsquo;il est connu pour ses critiques \u00e0 l&rsquo;\u00e9gard du monde actuel des m\u00e9dias et de la publicit\u00e9 qu&rsquo;il ne m\u00e9nage pas. Dans un discours c\u00e9l\u00e8bre prononc\u00e9 <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/g%C3%A9n%C3%A9ral\/unilever-menace-les-m%C3%A9dias-en-ligne-de-retirer-ses-annonces-publicitaires\" target=\"_blank\" rel=\"noopener\">lors du congr\u00e8s des annonceurs de l&rsquo;IEC, il a qualifi\u00e9 l&rsquo;\u00e9cosyst\u00e8me num\u00e9rique de \u00ab sombre et frauduleux \u00bb<\/a>. Le sp\u00e9cialiste marketing a m\u00eame menac\u00e9 d&rsquo;arr\u00eater la publicit\u00e9 dans les m\u00e9dias en ligne si ceux-ci ne devenaient pas plus transparents dans leurs mod\u00e8les de revenus et de publicit\u00e9, mais \u00e9galement s&rsquo;ils ne prenaient pas mieux leurs responsabilit\u00e9s lorsqu\u2019il s\u2019agit de responsabilit\u00e9 sociale.<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab Le plus grand d\u00e9fi que nous ayons \u00e0 relever est de r\u00e9tablir la confiance dans la publicit\u00e9 \u00bb, a d\u00e9clar\u00e9 Weed lors d\u2019une interview accord\u00e9e au WSJ. \u00ab L&rsquo;industrie doit travailler encore plus intens\u00e9ment pour r\u00e9tablir les \u00e9l\u00e9ments qui minent la confiance, comme les fuites de donn\u00e9es, les publicit\u00e9s non d\u00e9sir\u00e9es, les faux suiveurs et les fausses nouvelles. Il souhaite n\u00e9anmoins continuer \u00e0 jouer un r\u00f4le dans ce secteur.<\/p>\n<p>\u00a0<\/p>\n<h2>D\u2019anciens collaborateurs d\u2019Unilever quittent le navire<\/h2>\n<p>\u00a0\u00ab J&rsquo;ai eu l&rsquo;honneur de diriger certaines des meilleures \u00e9quipes de marketing, de d\u00e9veloppement durable et de communication au monde \u00bb, a d\u00e9clar\u00e9 Weed dans un communiqu\u00e9. \u00ab En tant que deuxi\u00e8me annonceur mondial, nous avons \u00e9t\u00e9 en mesure d&rsquo;utiliser notre \u00e9chelle pour assurer l&rsquo;efficacit\u00e9 et l&rsquo;efficience. Nous avons \u00e9galement \u00e9t\u00e9 capables d&rsquo;utiliser notre \u00e9chelle pour un plus grand bien, menant \u00e0 une plus grande responsabilit\u00e9, transparence et responsabilit\u00e9 dans la publicit\u00e9 et les industries num\u00e9riques. Au cours du dernier exercice, l\u2019ensemble du budget marketing regroupant les nombreuses marques du groupe FMCG s&rsquo;\u00e9levait \u00e0 8 milliards d&rsquo;euros, se trouvant ainsi en deuxi\u00e8me position juste derri\u00e8re Procter &amp; \u00a0Gamble.<\/p>\n<p>\u00a0<\/p>\n<p>En plus de Keith Weed, c\u2019est au tour du responsable R&amp;D d&rsquo;Unilever, David Blanchard, un autre \u00ab ancien membre fid\u00e8le \u00bb du groupe, de quitter le groupe. Il a \u00e9t\u00e9 engag\u00e9 chez Unilever en 1986. Blanchard est remplac\u00e9 par Richard Slater, l\u2019ancien responsable du d\u00e9partement de recherche sur les produits de consommation chez <strong>GlaxoSmithKline<\/strong>.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Keith Weed, directeur marketing chez Unilever, prend sa retraite. Weed travaille chez Unilever depuis 35 ans et est connu pour ses critiques \u00e0 l&rsquo;\u00e9gard des canaux publicitaires online tels que Google et Facebook. \u00a0 Unilever supprime la fonction de directeur marketing ? Keith Weed met fin \u00e0 sa carri\u00e8re chez Unilever apr\u00e8s 35 ans de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":29975,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-29978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u2019ic\u00f4ne marketing Keith Weed quitte Unilever - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Keith Weed, directeur marketing chez Unilever, prend sa retraite. 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