Unilever has made another move to try to boost awareness of its brands among mobile phone users with a fresh deal with marketing firm Brandtone.
The consumer goods giant, which was a founding investor in the Ireland-based business in 2010, has worked with Brandtone on marketing initiatives in a number of markets.
The latest agreement, announced today (25 September), will see fresh campaigns in four new markets – India, China, Indonesia and the US.
Unilever said it also plans to “build on the existing relationship with Brandtone” in Brazil and Russia, plus Kenya, Nigeria, South Africa and Turkey.
Keith Weed, Unilever’s chief marketing officer, said: “Over half our turnover comes from emerging markets. Mobile provides a direct means of engagement with almost every consumer in those countries, and it is therefore absolutely critical for our brands’ growth.
“People are willing to share information about themselves in order to get more relevant advertising and offers. So the opportunity is there – if we do it correctly. We need to approach people with respect – maintaining trust and ensuring two-way dialogue.”
Donald Fitzmaurice, co-founder and CEO of Brandtone, said the deal takes the firm’s “partnership with Unilever to a new level” by opening up “key growth markets”.
He added: “We have already delivered some remarkable campaigns for Unilever brands in Russia, Brazil and South Africa, and we’re excited about taking this approach into the remaining BRICS – as well as other key growth markets – with their support.”