Jon Mew: Unilever & Keith Weed's supply-side stance shows a marketer who embraces change

"I was lucky enough to be at the IAB's Annual Leadership Meeting in the US and listen to Marc Pritchard's now infamous speech. Whilst at first it felt punchy and contentious, it actually became a powerful and unifying rallying cry for the IAB. It's one thing to create industry standards as a trade body, but it's another thing to actually get companies to sign up and care about them, which is much easier said than done. Marc's speech helped immensely on that front."

"The ripples caused by P&G's session are still being felt a year later, and it created a degree of expectation that I've not sensed before. For a day or so 'What would Keith Weed say?' seemed to be the biggest topic in the marketing industry across the globe. In speaking with fellow IAB colleagues from various countries, most of us were being interviewed by multiple TV and press outlets about what we expected."

"Unilever is in business to make money, but has a firm belief that it should do that by doing the right thing for society and the planet. Their focus on CSR is laudable and something that I hope they keep, and Keith was keen to show how their marketing efforts were in alignment. In his speech, he announced he only wants to partner with companies that are making a positive commitment to society. Thank you Keith."

A high-profile industry call-to-action became a unifying rallying cry for the IAB, turning initial contention into momentum. That call-to-action helped push companies toward adopting and enforcing industry standards. A major corporate session created widespread expectation across the marketing industry about digital advertising decisions, including speculation about platform boycotts that did not materialize. Unilever emphasized that the supply side must improve and outlined a digital strategy aligned with business aims and societal responsibility. Unilever stated a preference to partner only with companies making positive commitments to society. Dozens of companies are investing in industry initiatives like JICWEBS.

Read at The Drum