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"We appointed Redmandarin because of their skills and experience in strategic planning in sponsorship and their clear understanding of the need for our activities to be brand-led, not property-led."
Michael Brockbank, Unilever, Vice President Brand Communications
Unilever
Developing global best practice
As a major advertiser, Unilever recognised that the effectiveness of the standard advertising model was diminishing – and the internal use of sponsorship was growing exponentially.
At the same time, brand consolidation within the business was lending greater value to the creation of real brand connections with consumers.
Our challenge was to create a coherent approach to sponsorship across more than 40 global brands operating in over 150 territories.
Link to full story, here.
