Unilever adopts new global digital strategy for Sure
By Loulla-Mae Eleftheriou-Smith and Sarah Shearman, marketingmagazine.co.uk, Tuesday, 21 February 2012 08:30AM
Unilever is to align its worldwide digital activity for Sure deodorant, as it looks to put online at the heart of its marketing for the brand.
Sure: Unilever hired R/GA to digital account
The multinational has appointed digital agency R/GA to handle global campaigns for Sure, known as Degree in the US and Canada, and Rexona in most other markets.
The agency will aim to drive ‘a new model of consumer engagement’ for the brand. Unilever currently produces digital activity for Sure on a country-specific basis.
Previous UK work has included a Sure for Men viral featuring cricketer Andrew ‘Freddie’ Flintoff and his charity, the AF Foundation.
Meanwhile, Unilever has reshuffled senior staff in its home-care and refreshments categories. Sue Allchurch, former brand vice-president for Surf, has moved to the same role at tea brand Lipton.
Allchurch will report directly to Kevin Havelock, executive vice-president for Unilever’s refreshments division. Stuart Edmonds, category vice-presi-dent for household care in Europe, will replace Allchurch.
This article was first published on marketingmagazine.co.uk
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Forget the ‘Store of the Future’; brands need to think about the store of tomorrow
Technological innovations are everywhere, and while we may hear about a number of fascinating new developments, few will actually truly define the future of retail. Considering the changing landscape, technology is irrelevant if you don’t first understand both the behaviours and motivations of consumers in a hyper-connected, multi-channel world.
