By Chris Pearce

Unilever’s Keith Weed took to the Cannes stage dressed in his trademark lurid jacket. This time it was lime green.

Weed’s theme this year was “connecting purchase with purpose”, an attempt to link sales with sustainability. In a bid to win around the audience, Weed opened with video footage of 20 big names, including Sir John Hegarty, Martha Lane Fox and Michael Roth.

The films introduced Weed’s three themes. “Ideas”, “Trust” and “Transformation”.

Ideas

Starting out with ideas, Weed argued convincingly that storytelling has to be inspirational, has to engage people with their hearts. Predictably, he cited Unilever’s Dove work as a strong example. Read full story ›

Source: The Drum