In the past, only a limited number of Unilever brands have used sponsorship as a communications tool. However, Unilever companies are increasingly recognising the value of the medium as an effective brand-building channel.
“We’ve recognised that it’s time we became more pro-active in our use of sponsorship, and we need to apply the same rigorous strategic approach to its use as we do with the more traditional communications channels that Unilever is associated with,” said Michael Brockbank, vice president brand communication. “Having focused our brand portfolio dramatically, it is now possible for our regional and global brands to consider sponsorship more seriously. We have appointed Redmandarin because of their skills and experience in strategic planning in sponsorship, and their clear understanding of the need for our activity to be firmly brand-led, not property-led”.
Speaking to sportbusiness.com, Redmandarin CEO Sally Hancock emphasised that sport would be among those sponsor areas being considered.
“Sport will be on radar as much as anything as it is the most established sponsorship category at this point in time.
“The Flora London Marathon has been a very effective and high-profile sponsorship and part of the new task will be to apply the learning from that sponsorship to other brands.”
Redmandarin will draw upon the core competencies of incumbent Unilever agencies, including Initiative and MindShare, to complete the guidelines which will be rolled out to all Unilever marketers and agencies in 2002.
Unilever – which includes amongst its brands Flora, long-time sponsor of the London Marathon - has appointed the sponsorship strategy consultancy Redmandarin to lead the development of best practice sponsorship guidelines for use by all its regions and brands worldwide.
