Unilever puts cash behind digital for global expansion, marketing

Unilever said Friday that it is backing seven innovative digital companies as part of its Go Global program.

Marc Mathieu, SVP of marketing at Unilever
Marc Mathieu, SVP of marketing at Unilever

ROTTERDAM, NETHERLANDS: Unilever said Friday that it is backing seven innovative digital companies as part of its Go Global program.

The companies will partner with seven of the CPG giant’s own brands to develop marketing campaigns.

Africori, NewAer, LifeSum, and Thoughtful Media Group are some of the digital companies that Unilever picked to partner with brands Clear, Hellman's, Magnum, Flora, Surf, Vaseline, and its own Project Sunlight to create "groundbreaking" digital marketing campaigns.

Agencies Edelman and Weber Shandwick worked with the CPG company last year to support Project Sunshine, which encourages people around the world to live more sustainable lives.

Unilever will give each company $100,000 in cash, mentorship, and a range of services in exchange for a customized digital marketing pilot for each of the named brands, covering the areas of content, mobile, or connected devices.

The campaigns will go live across Africa, Asia, Europe, and North America.

Marc Mathieu, SVP of marketing at Unilever said, "It is important as marketers to constantly adapt and get ahead of the world we live in.  With technology – and even more so with mobile technology – the pace of change is accelerating exponentially."

"Working with young, high-growth companies that are partly inventing the future will enable us to continue to pioneer new technologies and platforms that can help our brands engage more meaningfully with people around the world," he added.

Unilever said late last year that it will reduce its marketing headcount by 12% and streamline its marketing processes.

This story originally appeared on the website of Marketing

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