Tribe names Keith Weed, former Unilever CMO, as investor

Tribe, the influencer platform founded by TV and radio host Jules Lund, has revealed Unilever’s recently retired global CMO, Keith Weed, has joined as an investor.

Weed was named the World’s Most Influential CMO by Forbes in 2017 and 2018, served as CMO for Unilever for a decade, and was with the brand for more than 30 years.

Jules Lund, Keith Weed and Tribe CEO Anthony Svirskis

“What I love about Tribe is their ability to provide creative at scale, while significantly reducing the cost,” said Weed.

“One of the biggest challenges facing today’s marketers is trying to balance the ever-growing need for more high-quality content, at greater speed and lower cost. Tribe solves that issue.”

Weed’s investment follows a $10.5m Series A capital raise that funded Tribe’s US launch in March, where it is headquartered in New York’s One World Trade Center.

“Tribe exists for marketers. So to have the world’s most awarded marketer validate our model is hard to top,” said Lund.

“But what excites me most, is knowing that Keith’s unparalleled expertise will help us understand how to better serve an industry that gets more exciting by the day.”

Keith Weed (centre) with the Tribe team

Unilever is a Tribe client, joining brands like L’Oreal and Marvel to review the 20,000 pieces of influencer content Tribe receives each month. Companies are under no obligation to pay for the content until they review and accept it; influencers bear the risk of creating work and not having their submission chosen. Tribe’s influencer network creates more than $250,000 worth of branded content every day.

Since its US launch, Tribe has worked with over 50 clients in the market, including Procter and Gamble, Logitech, and Weed’s former employer Unilever. It has more than 10,000 US-based influencers in its network.


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