GLOBAL


Unilever renews Time Warner tie-up


The FMCG giant Unilever has extended its deal with Time Warner for product promotion across multiple global platforms. The three-year deal, reported to be worth around $300m, extends an existing relationship that dates back to 2007. It will see Unilever’s products promoted across Time Warner’s global brands including television and internet platforms. The digital element will see a number of Unilever brands advertise on Time Magazine’s iPad App.


Exact details on which brands will feature on Time


Warner’s platforms have yet to emerge but the previous arrangement saw the creation of a ‘content series’ for Caress soaps and an online campaign for the Knorr food brand. ○


GLOBAL WPP PAY UNDER SCRUTINY


WPP’s revamped pay scheme was met by opposition from


shareholders at the company’s annual general meeting in Dublin. According to published reports,


over a fifth of shareholders declined to back an incentive-based pay scheme, which would see Sir Martin Sorrell earn $90m over five years despite large redundancies taking place across the company over the past year. ○


GLOBAL


CONSUMER CONFIDENCE WAVERS


The latest Global Consumer Confidence Index from Nielsen


US


Hulu introduces Plus service


Hulu introduced


GLOBAL LATAM AND ASIA LEAD GLOBAL REBOUND A surge in ad spend across Latin America and Asia saw global ad


spend grow by 12.5% year-on-year during Q1 of 2010, according to Nielsen’s Global AdView. Spending totalled $110bn for the period with positive growth across all regions for the quarter with LatAm experiencing the biggest growth, up 48% year-on-year. This increase was driven by Brazil (+55%), Mexico (+43%) and Argentina. Asia Pacific saw ad growth of 13%, led by India and Hong Kong. ○


62%


China The number of consumers in China who are likely to share a negative review online


www.mandmglobal.com


Hulu Plus, a subscription and ad supported service. For the flat fee of $9.99 a month, users will be able to access full seasons of premium shows from ABC, NBC and FOX. Hulu Plus subscribers will be able to access the service via Samsung Internet-connected TVs and Blu-ray players, the iPad, iPhone 3GS or iPhone 4 and third- generation iPod Touch. ○


$70.2bn


shows that growth in consumer confidence has slowed dramatically. Overall the Index edged up only one


point to 93 for Q2, with ‘booming’ Asian markets offset by European consumers’ growing concerns of an escalating debt crisis. Confidence levels in Spain, Italy and France were particularly affected, but the index was down in nine out of 24 European markets. Australia, Thailand, United Arab


Emirates, Taiwan, Brazil and Egypt also saw declines, while India, Indonesia and Vietnam were the most confident. Regionally Latin America topped the index, followed by Asia Pacific. ○


Industry View


Winning the World Cup isn’t simple


Despite a flurry of reports claiming otherwise, brands don’t go the World Cup to become famous.


Despite all the money they spent sponsoring the FIFA World Cup in South Africa, brand awareness and brand association won’t have shifted.


Statistics from the Experian Hitwise World Cup Brand Search Index, for example, shows that for the week- ending 3 July - the quarter-final weekend - the number of searches for Kia was up slightly but Coke, McDonald’s, Adidas, Emirates and Sony were all down week-on-week. Seemingly, a very poor result.


But that misses the point. Smart brand marketers do not commit up to $25m-a-year on global sponsorship deals simply to build awareness for their brand.


The list of reasons for advertisers to use sports is almost endless. So next time you read a survey that says brand awareness hasn’t moved or has even gone down, take it with large pinch of salt.


Successful sponsors will start their work by defining clear goals and objectives. These are backed up by relevant and thorough research from consumer insight, customer feedback and, ultimately, sales data.


Successful sponsors start their work by defininig clear goals. Sponsorship is a strategic platform for brand communications that acts as so much more than an awareness builder. ○


Global Metro International’s year- on-year revenue for the second quarter of 2010


+0.3%


South Africa The median estimate from Reuters’economists for effect the World Cup will have on GDP


500m


Charlie Dundas, global head partnerships, Mediacom


Global the global number of Facebook users, or the combined populations of the US and Brazil


M&MJULY EZINE 2010 7


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