Top Story

e4m_logo.png

Home >> International >> Article

International: Unilever signs global ad deal with AOL Time Warner

10-January-2002
Font Size   16
Share
International: Unilever signs global ad deal with AOL Time Warner

Unilever has inked a multi-million dollar cross-platform advertising and marketing partnership with AOL Time Warner, covering its online, on-air and print media.

The multi-year deal, which follows an earlier online alliance between the two in 1998, incorporates four main strands of cooperation.

They are: cross-platform consumer ad programs; the use of AOL Time Warner's custom publishing capabilities to develop consumer relationship marketing campaigns; information sharing on emerging technology and media platforms, and the establishment of a multi-disciplinary team to develop new business opportunities across platforms.

The alliance will approach international marketing opportunities under a similar strategic framework.

AOL Time Warner properties involved in the agreement include various America Online interactive brands, Turner Broadcasting System media, such as TBS, TNT and The WB Television Network, and the Time Inc. print titles.

According to industry sources, this alliance with AOL Time Warner will accelerate the process of squeezing more value from Unilever's media spend across the globe.

"This is a groundbreaking agreement that goes beyond simply agreeing to a traditional multi-platform media deal," says Charles Strauss, president and CEO of Unilever U.S. "Our two companies will work together, both in the U.S. and Europe, on customizing brand growth and marketing strategies to drive our leading brands."

Ad programs have already been developed with AOL Time Warner for Unilever brands Snuggle and Dove, and for Unilever Bestfoods' multi-brand effort for Hunger-free America.

The new partnership will incorporate knowledge sharing in platform innovation to help shape future technology and standards. Unilever's main contribution to this area will be work conducted in its Digital Futures laboratory, based in Englewood Cliffs, New Jersey, which aims to develop mobile and inhome technology solutions for consumers.

Tags

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends