Keith Weed name checks Radiocentre in Cannes

Keith Weed, Chief Marketing Officer of Unilever, and recent target of Radiocentre’s See Radio Differently ads has mentioned the campaign during his talk at Cannes Lions International Festival of Creativity.

Speaking in the Palais des Festivals about Dove, Weed said “I’d now like to show you an example of a radio ad. Now I don’t often play radio ads, but I was reminded by Radiocentre and Lucky Generals of the power of radio, so I think I should use a radio ad to bring that thought alive around self esteem.”

Dove’s ‘Self Conscious’ series of radio ads won two Gold Radio Lions on Monday night.

Watch in full here, and hear Radiocentre’s mention and the Dove/Ogilvy & Mather ad at 49minutes:

http://https://www.youtube.com/watch?v=Zn-j5gjFQL4&feature=youtu.be&t=48m56s

Weed was discussing “The Future of Brands” and used Dove to highlight a campaigning brand. As he took to the stage he stated “Brands. Love ’em or hate ’em, they’re an integral part of our everyday life.” Citing his own background as an engineer, he said, “I love the data side as well as the creativity. I love the magic and the logic.”

“With technology, we’ve gone from mass marketing to mass customization,” said Weed. “Marketing is about engaging with individuals. Unilever wants to build a relationship with a billion brands and a billion people around the world.”

Keep up to date with Radiocentre at Cannes Lions on Twitter @radiocentre