Time Warner, Unilever renew partnership
Aligning Unilever brands with TW content and audiencesNEW YORK -- Time Warner and Unilever have renewed a multi-year marketing partnership.
The strategic relationship, first struck in 2007, has focused on aligning Unilever's brands and marketing with the content and audiences of Time Warner.
Financial terms weren't disclosed.
"We recognize 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," said Mark D'Arcy, president of TW's Global Media Group. "Unilever is second to none in how they apply creativity to the media canvas."
TW and Unilever's partnership has so far led to such initiatives as a content series featuring Carson Kressley for the Caress brand across digital, in-book and retail outlets. For Knorr, TW leveraged insights on mothers to produce "Delicious Dinner Diaries" (about busy moms making their family's favorite meals) and distribute the content across Web sites. Plus, it worked on seven "Extra" segments featuring Bertolli's "Into the Heart of Italy" program with the likes of Marisa Tomei, Rocco Di Spirito and Dan Cortese.