AOL Time Warner, the world's largest advertiser, today announced a multi-million dollar enhanced cross-platform advertising and marketing partnership under which AOL Time Warner will bring Unilever's wide array of leading consumer product brands to millions of consumers through innovative marketing campaigns across AOL Time Warner's broad range of online, on-air and print media.
AOL Time Warner and its Global Marketing Solutions group will work closely with Unilever to deliver total marketing solutions that match the strength of AOL Time Warner's broad range of online, on-air and print media with Unilever's family of popular consumer brands.
The companies will use various America Online interactive brands, Turner Broadcasting System properties, including TBS, TNT, and The WB Television Network, and Time Inc. print titles, to reach consumers with a variety of cross platform marketing programs. Unilever's products include major leading consumer brands such as Slim*Fast, Ragu, Skippy, Good Humor, Breyers, Dove, Wisk, Pond's, Vaseline, and Snuggle.
The agreement comprises four key elements: cross-platform consumer advertising programs; developing consumer relationship marketing campaigns using AOL Time Warner's custom publishing capabilities; information-sharing on emerging technology and media platforms; and the establishment of a multi-disciplinary team to drive new business growth opportunities across platforms. The companies have also begun to develop international marketing opportunities applying a similar strategic framework.
Charles Strauss, President and CEO of Unilever United States, said: "This is a groundbreaking agreement that goes beyond simply agreeing to a traditional multi-platform media deal. Our two companies will work together, both in the U.S. and in Europe, on customising brand growth and marketing strategies to drive our leading brands. Together, we have the knowledge and opportunity to drive our businesses to further growth."
Bob Pittman, Co-COO of AOL Time Warner said, "By working across our company through our Global Marketing Solutions team, Unilever will be able to take their divisional relationships across AOL Time Warner to the next level and reach more consumers more efficiently than ever before. The combination of Unilever, a leading consumer packaged goods company, and AOL Time Warner, which offers advertisers truly customized and integrated marketing solutions across our broad range of online and offline media brands, will help Unilever build and enhance their relationships with their customers in new and innovative ways."