Unilever offers marketing weight to help digital start-ups ‘Go Global’

Unilever is launching a digital incubator programme that will see it pair its brands with seven digital marketing start-ups in exchange for financial and mentorship support.

Unilever Go Global

The ‘Go Global’ initiative opens today (4 December) and is open to digital marketing start-ups in the area of content, mobile or other connected devices.

The seven digital companies selected will be awarded $100,000 and their technology will be incorporated into a Unilever brand’s marketing campaign in the UK, US, South Africia, Indonesia, India, Brazil or Argentina.

The Unilever brands involved are: Magnum, Surf, Flora Pro-Activ, Hellmann’s, Vaseline and Clear.

Unilever will also share market research and consumer insights, access to partners in chosen local markets, as well as mentorship from its marketing teams. Mentors include Unilever’s senior vice president of media Luis Di Como, global media innovation director Jay Altschuler and global marketing and ventures director Jeremy Basset.

Shortlisted brands will be invited to present to Unilever’s brands and a “panel of experts” at Mobile World Congress in Barcelona in February 2014. The winners will be announced on 1 March.

Unilever will not receive any equity in any of the participating companies although Unilever Ventures, its venture capital group, may consider investing in some of the companies once the programme is complete, according to the FAQ section on the Go Global website.

Go Global is similar to initiatives run by other FMCG companies. Last year Mondelez partnered mobile startups with its “Mobile Futures” scheme and earlier this year brands including BMW, Heinz, Panasonic, AB-Inbev and Ideal Standard took part in an accelerator scheme called The Bakery aimed at funding marketing technology startups.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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