Media fragmentation—and its resulting complexity of choices—remains the biggest challenge facing Unilever and its agencies. Brands can be part of the answer, by connecting media channels in an organized and compelling way, according to Weed. After all, as he sees it, brands simplify life and can simplify the media scene as well. To Weed, the chief marketing and communication officer at Unilever, modern marketing embraces the convergence of entertainment, media and brands. He reiterated that point several times during an interview at the 4A’s Transformation 2011 conference in Austin, Texas. See more here.
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