Unilever: ‘Mobile the enabler of our comms model’

IAB Mobile Engage: Unilever says mobile has become the enabler for its entire communications model, a year on from its first ever iAd campaign.


Speaking at IAB Mobile Engage in London today (17 May), Jay Altschuler, Unilever’s director of global media innovation, says mobile has helped turn its brand advertising into “brand experiences”.

He added: “We have seen how you can use mobile mechanics to empower our above the line media and can actually be a true story-telling device and channel.

“With the way we go to market advertising can tend to be reduced – you have just a 30 second spot to tell your entire story and alongside print and websites it can get very confusing.

“What we have learnt is that we have the ability to tell a really powerful story, with sight, sound and emotion via smart operating systems through which you can swipe, tap and shake.”

In the year that Unilever has used iAd mobile advertising formats, the company has created 13 ads across 11 brands in six countries.

Dove Men, Knorr, Lynx and Magnum have all featured in mobile ad campaigns.

Altschuler said European consumers spent an average of 77 seconds engaging with its iAds, which allows the company to tell “much deeper stories” than it can using other media channels.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here