Unilever cuts deal with SPH in integration bid

SINGAPORE: Unilever has signed an agreement with Singapore Press Holdings (SPH) to use its on and offline advertising platforms in a move which it hopes will better integrate its communications. The consumer goods company launched its first initiative under the deal late last month for a Lipton tea promotion, which involved the Straits Times newspaper and web portal AsiaOne. Lipton's print ads have a four-digit number, which is used to play an online game at AsiaOne's women's site, NewAsiaWoman.com. SPH is working to bundle its digital offering in with traditional media so "we can help clients by ensuring everything is integrated seamlessly", said Seshadri Sampath, executive vice-president of SPH Prism, which brokered the deal. He said Unilever was receptive because it was moving towards communication channel planning, involving advertising, and event, direct and online marketing, and point-of-sale, and it was also building a stronger digital presence. Last year, Unilever established an interactive brand centre in Singapore, which works with Unilever's different operating units on digital brand strategies. Singapore is only one of only two cities in the world where Unilever has established such a centre. It was chosen because of its high internet penetration rate.

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