{"id":29977,"date":"2018-12-07T15:35:39","date_gmt":"2018-12-07T15:35:39","guid":{"rendered":"https:\/\/www.retaildetail.be\/algemeen\/marketing-legend-keith-weed-leaves-unilever\/"},"modified":"2018-12-07T15:35:39","modified_gmt":"2018-12-07T15:35:39","slug":"marketing-legend-keith-weed-leaves-unilever","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/marketing-legend-keith-weed-leaves-unilever\/","title":{"rendered":"Marketingicoon Keith Weed verlaat Unilever"},"content":{"rendered":"<p>Keith Weed, chief marketing officer bij <strong>Unilever<\/strong>, gaat met pensioen. Weed was liefst 35 jaar lang actief bij Unilever en is onder meer bekend van zijn kritiek op online advertentiekanalen zoals <strong>Google <\/strong>en <strong>Facebook<\/strong>.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Schrapt Unilever rol marketingdirecteur?<\/h2>\n<p>Na 35 jaar zet Keith Weed een punt achter zijn carri\u00e8re bij Unilever: de marketingtopman zegt klaar te zijn voor een nieuw hoofdstuk en trekt zich in mei op 57-jarige leeftijd terug. Zijn aftreden komt op het moment dat <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/brit-alan-jope-volgt-paul-polman-op-als-ceo-van-unilever\" target=\"_blank\" rel=\"noopener\">Unilever ook een CEO-wissel doorvoert<\/a>: topman van jaar en dag Paul Polman wordt vervangen door Alan Jope, die op 1 januari aantreedt.<\/p>\n<p>\u00a0<\/p>\n<p>Er wordt voor Keith Weed geen opvolger gezocht zolang ook de nieuwe CEO er nog niet is: het zal aan Jope zijn om te beslissen hoe het met de marketingleiding in het bedrijf verder moet, laat een woordvoerder van Unilever weten aan Wall Street Journal. Het zou echter best kunnen dat er <a href=\"https:\/\/www.wsj.com\/articles\/unilever-cmo-keith-weed-to-retire-1544114371\" target=\"_blank\" rel=\"noopener\">helemaal geen nieuwe CMO komt<\/a>, beweren bronnen van WSJ. Nieuwe topman Jope zou zelf al een merkenbouwer zijn met oog voor marketing, terwijl het de facto toch al de hoofden van de verschillende divisies binnen Unilever zijn die hun eigen marketingbudget beheren.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Mogelijk wordt de overkoepelende rol dus geschrapt en alle marketingbevoegdheid overgelaten aan de drie afdelingen zelf, met name schoonheid &amp; persoonlijke verzorging, huishoudproducten en eten &amp; drinken. Unilever wil immers flexibeler en sneller leren werken, zeker sinds de merkenholding een <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/kraft-heinz-doet-overnamebod-op-unilever\" target=\"_blank\" rel=\"noopener\">vijandig overnamebod van <strong>Kraft<\/strong> te slikken kreeg<\/a>.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Kritiek op online advertentiereuzen<\/h2>\n<p>Weed gaf als overkoepelend marketinghoofd wel een flinke push richting digitale marketing bij Unilever, ook al staat hij ervoor bekend om ook zijn kritiek voor de huidige media- en reclamewereld niet te sparen. In een beroemd geworden speech <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/unilever-waarschuwt-online-media-adverteren-kan-zo-niet-verder\" target=\"_blank\" rel=\"noopener\">op het IAB-adverteerderscongres noemde hij het digitale ecosysteem \u201cduister en frauduleus\u201d<\/a>. De marketeer dreigde er toen zelfs mee te stoppen met adverteren op online mediakanalen als deze niet transparanter zouden worden in hun verdien- en advertentiemodellen, maar ook als ze hun verantwoordelijkheid niet beter opnemen als het gaat over maatschappelijke verantwoordelijkheid.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>&#8220;De grootste uitdaging die we hebben, is dat we het vertrouwen in reclame opnieuw moeten opbouwen,&#8221; zei Weed nog in een interview met WSJ. &#8220;De industrie moet nog harder werken om zaken te herstellen die het vertrouwen ondermijnen, zoals datalekken, ongewenste advertenties, nepvolgers en nepnieuws. In zijn toekomstige loopbaan wil hij dan ook een rol blijven spelen in de sector.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Oudgedienden Unilever verlaten het schip<\/h2>\n<p>&#8220;Ik heb de eer gehad om enkele van de beste marketing-, duurzaamheids- en communicatieteams ter wereld te leiden&#8221;, aldus Weed in een verklaring. &#8220;Als &#8217;s werelds tweede grootste adverteerder hebben we onze schaal kunnen gebruiken voor effectiviteit en effici\u00ebntie, en we hebben onze schaal ook voor het goede kunnen aanwenden, wat heeft geleid tot meer verantwoordelijkheid, transparantie en verantwoording in de reclame- en digitale industrie.&#8221; Vorig boekjaar was het totale marketingbudget voor de vele merken van de FMCG-groep 8 miljard euro, waarmee Unilever enkel Procter &amp; Gamble voor zich moest dulden.<\/p>\n<p>\u00a0<\/p>\n<p>Naast Keith Weed stapt ook Unilevers hoofd van R&amp;D David Blanchard op, een andere \u2018ouwe getrouwe\u2019 bij de groep: hij was al sinds 1986 aan boord. Blanchard wordt opgevolgd door Richard Slater, voormalig hoofd van de onderzoeksafdeling voor consumentenproducten bij <strong>GlaxoSmithKline<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Keith Weed, chief marketing officer bij Unilever, gaat met pensioen. Weed was liefst 35 jaar lang actief bij Unilever en is onder meer bekend van zijn kritiek op online advertentiekanalen zoals Google en Facebook. \u00a0 Schrapt Unilever rol marketingdirecteur? Na 35 jaar zet Keith Weed een punt achter zijn carri\u00e8re bij Unilever: de marketingtopman zegt [&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":[15],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-29977","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketingicoon Keith Weed verlaat Unilever - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Keith Weed, marketingbaas bij Unilever, gaat met pensioen. 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