(IAB Executive Series) Responsible Business in a Digital Age - with Keith Weed, CMO, Unilever - a podcast by IAB Australia

• Building digital capability & digital transformation (From mandatory training through to digital immersion and creating a common language, Keith discusses how Unilever put digital at the heart of the organisation);
• Putting digital into media strategy & dealing with the issues through collaboration (Working with agencies and partners to work out what’s important to Unilever and what happens when issues arise);
• Commerce and Unilever’s 5C model (Keith talks through the Content, Connect, Community, Commerce with the Consumer at the centre, the importance of commerce given the Unilever focus on the consumer journey & their efforts to build up first-party data);
• Building trust & transparency (Unilever’s commitment to the digital ecosystem and efforts to reduce fraud, learn better habits and increase trust);
• Measurement (Keith throws down the gauntlet for a single measurement metric across all media).

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