AOL And Unilever Strike Global Cross-Media Deal

AOL Time Warner has struck what could be the biggest global cross-media marketing deal in history with the world’s largest advertiser Unilever.

The three-year multi-million dollar deal will see AOL market Unilever’s range of consumer brands including Dove, Slim Fast, Ragu and Vaseline across its on-air, online and print properties in the US and Europe. Cross-platform marketing campaigns will run across America Online, Turner Broadcasting Systems and Time Inc.’s print titles, which include IPC Media in the UK.

The “key elements” of the deal include: cross-platform consumer advertising programmes, consumer relationship marketing campaigns, the use of new technology and the establishment of a team to drive new business growth opportunities across all platforms.

Commenting on the partnership AOL Time Warner’s COO, Bob Pittman, 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.”

CEO of Unilever in the US, Charles Strauss, added: “This is a ground breaking agreement that goes beyond simply agreeing to a traditional multi-platform media deal. Our two companies will work together both in the US and in Europe to customise marketing strategies and drive our leading brands.”

The partnership builds on past deals between the two conglomerates, which since signing one of the first major global online promotion partnerships in 1998 have worked together to develop advertising programmes for Dove, Ragu and Snuggle.

AOL Time Warner: 020 7348 8000 www.aoltimewarner.com Unilever: 020 7822 5252 www.unilever.com

Subscribers can access ten years of media news and analysis in the Archive