Unilever has signed an agreement with WPP for an aggregated customized approach to Shopper Marketing in the US. A new group within the agency – Team Unilever Shopper – will provide Unilever with customized Shopper Marketing solutions comprised of resources from multiple WPP companies and associates, which include: Barrows, Bravo, Geometry Global, Kantar Retail, Lunchbox, Mindshare, Rockfish, Shopper2Buyer and TNS Global.
“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.”
