Unilever has announced a partnership with WPP that will encourage collaboration between the media network’s various agencies and the start-ups based at the FMCG behemoth’s accelerator in Singapore, The Foundry, according to a report published by The Drum.
The ‘in-sourcing’ model will benefit both partners with Unilever’s staff benefiting from the marketing expertise of Ogilvy, Mindshare and Wunderman and the WPP agencies able to access cutting edge technology and new products.
“We have taken a fresh approach to the ‘Team WPP’ design. Instead of designing around the brand or the category, we have designed around capabilities and intelligence in order to solve business problem,” Sudipto Roy, Managing Director for Media and Data told The Drum. “We have access to cutting edge technology and new products across every pillar of the Unilever marketing framework through the start-up community in Unilever Foundry. We look forward to collaborating with them to deliver breakthrough models, communications and consumer connections products.”