Next year’s FIFA World Cup stands to be the largest spectator event in history. And Unilever, one of the planet’s largest advertisers with a total marketing budget of $10.1 billion in 2024, is determined to capitalize on the billions watching.
“Next year is the biggest sporting event that’s ever going to happen..It’s taking place in our biggest market. We will be making absolutely every effort to make it the biggest thing we’ve done,” said Chris Barron, Unilever’s general manager for personal care in the U.K. and Ireland, and vp of deodorants in Europe.
The company’s execs are currently planning how best to do that via paid media and sponsorships spanning four of its flagship personal care brands (Rexona, Dove, LUX and Lifebuoy) while simultaneously executing a major course change within its own marketing organization — a grand turn away from traditional one-to-many channels like television, toward a “many to many” approach prioritizing paid social and influencer marketing.
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