Unilever looks to boost global websites
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Unilever is looking to bolster its online platforms for brands including Lynx, Dove and Magnum, in a bid to strengthen its global digital presence.
The FMCG company has appointed digital agency Amaze to ensure the brand message is consistent across its global web platforms.
Amaze will be responsible for managing digital content across 68 websites in 104 countries creating content for local markets that maintains a consistent brand message globally.
The agency will control the message and digital strategy across Unilever’s global digital platform. The FMCG company will continue to use other agencies for specific campaign activity.
The move is part of Unilever’s strategy to better leverage the strength of its corporate brand.
It follows the promotion of Paul Nevett, former UK vice-president of marketing for food, to global vice-president of the Unilever brand and the appointment of Ogilvy & Mather to handle the global creative account for the Unilever corporate brand.
Readers' comments (2)
Sarah James | Mon, 4 Apr 2011 6:07 pm
Question, for the massive investment Unilever makes in it's websites, does it really sell anything compared to TV. Is the ROI better? More and more I'm hear brands are turning back to TV and down spending on digital.
Leading research in US (base of 300,000) reveals only 10% of conversations involving brands happens online and 72% of those involve talk about promotions. That's 90% still in the real world.
That consumers are getting more selective about where they go. That people are spending less time on the web because they are on computers all day in offices. Very true in India for example - sales of books are rocketing.
Some would say the digital bubble is bursting. And to be honest, how many of use really want to engage with a brand on line when there are far more interesting things to engage with?
Discuss.
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Peter McCormack | Mon, 4 Apr 2011 8:29 pm
Good, too many stories recently about brands naively moving away from brand sites to Facebook.
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