Unilever ties with WPP for multi-channel shopper marketing tools


WPP has struck a deal with Unilever in the US, that will see the ad giant provide customised shopper marketing tools for the FMCG brand.

Under the terms of the deal, a new WPP group called Team Unilever Shopper will provide Unilever US with customised shopper marketing solutions comprised of resources from multiple WPP companies and associates including Kantar Retail, Barrows, Bravo, Lunchbox, Rockfish Mindshare Shopper2Buyer and TNS Global.

In a statement issued today, Unilever said that the agreement kicks off with immediate effect. The terms of the deal haven’t been disclosed.

"Shopper marketing is a key capability for Unilever," said Kathy O'Brien, Unilever Vice President, Marketing to Shoppers. "With the shoppers' path-to-purchase now involving so many touch-points, 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."

"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," said Carl Hartman, a Global Client Leader of 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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