Influencer marketing platform Tribe reveals Keith Weed as angel investor

Influencer marketing platform Tribe reveals Keith Weed as angel investor

Recently-retired Unilever CMO Keith Weed has chosen to invest in Tribe, a startup dedicated to connecting brands and influencers. 

The move marks Weed's next step within the advertising sector after parting ways with Unilever last month, where he resided for 35 years. 

Tribe recently racked up over $7.5m a round of Series A funding which Weed also contributed to, but the amount he personally contributed is not public.

"[Tribe] fits well into that brief that builds on the insights that I've learned and keeps me in the market,” Weed explained, speaking to The Drum.

Weed also gained experience of working alongside the platform last year, during a joint Halloween campaign between Tribe and Unilever. 

“We briefed on Wednesday for something on Saturday and by the Friday we had that content up and live for Saturday. I think that reflects the speed and cost-effectiveness marketers need,” he added.

Fighting fraud

According to The Drum, Weed doesn't plan to stop at Tribe. He has aims of investing in multiple startups as well as assuming executive and trustee roles whether he chooses to land.

Weed is a staunch advocate of transparency and regulations within the influencer marketing realm. Last year, he spearheaded an influencer crackdown which saw Unilever push back against fraudulent influencers.

Brands began to follow suit, including eBay, Diageo and L'Oreal. At the time, Weed was adamant that influencer marketing needed serious reform, stating "ee need to take urgent action to rebuild trust before it’s gone forever". 


Danielle Partis is editor of and former editor of She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.