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Time Warner, Unilever renew 3-year strategic partnership

MUMBAI: US media conglomerate Time Warner and Unilever have entered into a multi-year strategic partnership.


This aligns Unilever’s brands and marketing initiatives with the content and audiences of Time Warner’s premier assets. It also marks a renewal of a three-year partnership that began in 2007.
 
Unilever CMO Keith Weed said, "The variety of top-quality communications platforms that Time Warner offers give us the ability to engage our consumers with innovative brand content that is most relevant to them. As a major marketer, we want to be where our consumers are and these platforms give us the added ability to do that through our extended relationship".


Time Warner’s Global Media Group president Mark D’Arcy added, "We recognise that in order to drive strategic growth for our partners and ourselves, we must focus our efforts on delivering premium content, applications and experiences that serve the client’s brand and uniquely engage the consumer. Unilever is second to none in how they apply creativity to the media canvas."
 
An example of Unilever and Time Warner‘s partnership is the new launch of the TIME iPad App. Unilever used a multibrand approach to take advantage of the environment and functionality. Both companies were able to experiment with this new platform and identify mutually-beneficial ways to engage consumers.
 
Since 2007, Time Warner Global Media Group has crafted custom Unilever brand platforms leveraging assets from Warner Bros, Time Inc and Turner Broadcasting. Recent examples include the ideation, production and distribution of a content series for Caress, featuring talent Carson Kressley across digital, in-book, and retail outlets. For Knorr, Time Warner leveraged its mom insights to produce Delicious Dinner Diaries documenting busy moms making their family’s favorite meals and distributed it across Time Warner branded sites.


And, earlier this year, Time Warner Global Media brokered the production of seven segments for Telepictures’ Extra covering Bertolli’s Into the Heart of Italy programme featuring talent Marisa Tomei, Rocco Di Spirito and Dan Cortese.
 

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