Magazine article Marketing

MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Marketer of the Year

Magazine article Marketing

MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Marketer of the Year

Article excerpt

WINNER

Keith Weed - global chief marketing and communications officer, Unilever

The Marketing Society Marketer of the Year award is decided by a select panel of judges. It recognises an individual for their achievements and contribution to the industry over the past year.

In a closely-fought contest, Keith Weed, Unilever's global chief marketing and communications officer, stood out for the judges. He is the driving force behind the brand-owner's ambitious plans for sustainable living, an initiative launched at the end of 2010 by its chief executive, Paul Polman.

Weed is also pivotal in Unilever's aim to double its sales and halve its environmental impact by 2020. He has set the standard for corporate social responsibility (CSR), not just in the UK, but across the globe.

In the past year, Weed, who also oversees all branding and PR activities at the company, has championed the philosophy that brands should build CSR into all their working practices rather than have standalone departments. It is using CSR to drive growth of the business by catering to consumers' needs.

One such example is the soap Lifebuoy. Unilever is putting its weight behind the product in developing markets, highlighting how washing your hands with soap can help to stop infectious diseases spreading. The company also aims to ensure that all its Lipton teabags will be sourced sustainably by 2015. …

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