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| WARC: Word-of-mouth is key to digital for Unilever |
| Wednesday, 23 December 2009 09:14 |
Simon Clift, the FMCG giant's chief marketing officer, has previously championed the use of social media as a means of connecting with consumers. According to Rangaiah, one of the disadvantages of utilising digital platforms is that they are "much more labor-intensive with a lot more front-end money put into development of the campaigns." More positively, he suggested, "because of the whole concept of pass along and word-of-mouth and building tools that allow you to share, you can generate more impressions that cost less." The Anglo-Dutch corporation has recently appointed a number of agencies to handle global new media duties for brands like Axe and Dove. Razorfish, Euro RSCG, AKQA and Lean MeanFighting Machine are all among this group, with further shops set to be added in the near future. |
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