Unilever's Weed Raises 'Voice,' Explains Bots Don't Eat Mayonnaise

Keith Weed

Keith Weed

June 20, 2018 - Joe Mandese, Editor in Chief of MediaPost, writes: Days after opening the Festival of Creativity in Cannes, France, with news that it was tamping down on its influencer marketing policy, Unilever CMO Keith Weed [pictured] warned of even greater challenges and unintended consequences from digital marketing platforms likely to come in the next five years.

“Something that will make life a lot more difficult,” Weed said, will be “the whole shift into voice.”

Weed was responding ot a question from “The Power of the Big Tech Platforms” moderator, Zanny Minton Beddoes, Editor-in-Chief of The Economist, who asked her panel to predict how things would change for their businesses in the next five years.

Weed implied the shift to voice interface marketing represents a big challenge for brands that have evolved from the sight, sound and motion milieu of TV advertising, which they've essentially migrated to the Web, social and even mobile interfaces.

“Right now we take this glass and mettle and poke at it,” he said referring to mobile devices, emphasizing that voice interfaces would be a “new shift. More...