Unilever Goes Out on a Limb to Develop Pioneering Marketing Approaches

Global consumer goods company Unilever has now selected seven marketing technology start-ups to invest in as part its initiative to develop new, pioneering marketing platforms.

Unilever launched the Go Global initiative in December, which has seen it on the hunt for innovative marketing start-ups in the area of content, mobile and connected devices. It aims to pair with these start-ups in exchange for financial and mentorship support.

Each of the seven companies which have been selected has been awarded $100,000. Their technology will be incorporated into campaigns for the Magnum, Surf, Flora Pro-Activ, Hellman's, Vaseline and Clear brands across seven different territories. The names of these companies will be revealed early next month.

Speaking at the Mobile World Congress 2014, Unilever's Senior VP of marketing, Marc Mathieu commented: "Start-ups are very nimble, agile and very much able to take risks to invent new marketing platforms...and create new experimental and future models (that we can tap into at an early stage).

More brands are bringing (start-up companies) inside as a strategy opportunity because part of being a big corporate or agency is the need to move away from an insular world. And Go Global helps companies go from start-up to scale up."

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