Supplier News Breaks
Unilever enlists WPP for custom shopper marketing
February 12th, 2014
ENGLEWOOD CLIFFS, N.J. – Unilever has signed an agreement with marketing communications specialist WPP to provide customized shopper marketing in the United States.
The consumer products giant said Wednesday that a new group within the agency — to be called Team Unilever Shopper — will provide custom shopper marketing solutions leveraging resources from multiple WPP companies and associates, including Barrows, Bravo, Geometry Global, Kantar Retail, Lunchbox, Mindshare, Rockfish, Shopper2Buyer and TNS Global.
"Shopper marketing is a key capability for Unilever," stated Kathy O’Brien, vice president of marketing to shoppers at Unilever. "With the shoppers' path to purchase now involving so many touchpoints, we believe our new partnership with Team Unilever Shopper will allow us to integrate our efforts across in-store visibility, shopper insights, multicultural marketing, retail activation, e-commerce and shopper media. This will drive greater effectiveness through focused delivery. We will use shopper insights to optimize our content regardless of where it resides and what form it takes so shoppers can engage with, talk about and buy our brands consistently in the most convenient ways possible."
The agreement is effective immediately. Terms of the deal weren't disclosed.
Unilever's roster of brands encompasses food, home care and personal care products and, in the United States, includes Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove, Fruttare, Good Humor, Hellmann's, I Can't Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Ragú, Simple, Slim-Fast, St. Ives, Suave, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemmé and Vaseline.
"More and more clients are realizing that shopper marketing is so important it requires a collection of different agency resources working together, rather than a single agency," explained Carl Hartman, a global client leader at WPP. “WPP is unique in our collection of assets across insights, category management, in-store media, digital shopper and e-commerce, multicultural shopper and more. Our real strength is being able to customize an offering for a particular client, which we've now done with Unilever."
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