“Unilever has struck global partnerships with Samsung, Sony's Arcade Creative Group and EA Sports as the packaged-goods giant looks to expand its universe of deals on the heels of a nearly 40% increase in digital spending last year,” according to AdAge. “Programs are still in development, but the Samsung partnership will involve advertising and content creation for smart TVs, smart appliances and mobile applications. Initial projects will involve Axe and Hellmann's, said Gail Tifford, Unilever's senior director of media for North America. A deal finalized last week with Sony is based on ‘understanding how central the role of music is for some of our brands and how we can work with Arcade,’ Ms. Tifford said.” Read more.
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