Senior Marketers Warn Industry Not to Become 'Jack of All Trades'

Speaking to Marketing Week at this year's industry Cannes Lions event, Unilever CMO Keith Weed gave warning that brands should keep their 'eye on the ball' rather than be tempted into distraction by the wealth of technologies and promotional opportunities that are fast emerging.

Mr Weed commented: "What [marketers] need to do is remember what we're doing. At the end of the day we are serving consumers and building brands. If you remember those two things it guides you through what is a challenging time for marketers. Just because you can do everything, it doesn't mean you should. Fish where the fish are. There are a lot of interesting things you can do and of course you do need to experiment but you should look at where consumers are engaging with brands and consuming media."

He added: "Curating rather than creating brands is increasingly going to be the challenge for marketers - you've got to be careful that more is more, not more is less."

This sentiment was reiterated by Facebook Director of Global Creative Solutions, Mark D'Arcy: "[It's about] sacrificing things. Looking at all the things you can do but just doing what actually matters. Not doing everything you can do, but stripping everything out and focusing on the one thing that matters."

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