WPP share price: Ad giant strikes deal with Unilever

on Feb 13, 2014
Updated: Apr 9, 2020

iNVEZZ.com, Thursday, February 13: (LON:WPP) and Unilever have signed an agreement for an “aggregated customised approach” to shopper marketing in the US.

Under the terms of the deal, a new WPP group called Team Unilever Shopper will provide Unilever US with customised shopper marketing solutions comprised of resources from multiple WPP companies and associates including Kantar Retail, Barrows, Bravo, Lunchbox, Rockfish Mindshare Shopper2Buyer and TNS Global.
In a statement issued today, Unilever said that the agreement kicks off with immediate effect. The terms of the deal haven’t been disclosed.

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In today’s trading WPP shares were one percent down at 1,338.00p as of 11:07 UTC. At the same time, Unilever traded 0.3 percent lower in London at 2,356.00p.
**Shopper marketing**
“Shopper marketing is a key capability for Unilever,” commented Kathy O’Brien, Unilever vice president of 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.”

O’Brien elaborated on how the partnership will benefit Unilever, pointing out that the company will use shopper insights to optimise its content regardless of where it resides and what form it takes, so that customers can engage with, talk about and buy the company’s brands consistently in the most convenient ways possible. The agreement will also boost the company’s effectiveness by enabling focused delivery.

WPP’s global client leader Carl Hartman noted the importance of shopper marketing and how it requires cooperation between different agencies rather than a single agency. Hartman pointed to WPP strengths of having a collection of assets across various areas of marketing and its ability to compose an offering based on a particular client. The same approach was used with Unilever, Hartman said.

WPP acquisition spree
WPP, which is the world’s largest advertising agency, has been buying companies to boost its capabilities, especially in the digital media space. Since the start of the year, the company has bought German digital media specialist plista; South Africa-based mobile activation and rewards company Jupicorp; and Dutch trading firm Bannerconnect, amongst others. It also struck an agreement with social-data platform DataSift to enable the entire bulk of WPP companies to access social data from more than 20 digital platforms, including Facebook, Twitter and Tumblr (WPP share price: Data Alliance partners with DataSift for social data access).
**As of 12:44 UTC buy WPP shares at 1339.00p**
**As of 12:44 UTC sell WPP shares at 1338.00p**
**As of 12:47 UTC buy Unilever shares at 2357.00p**
**As of 12:47 UTC sell Unilever shares at 2355.00p**
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