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Unilever creates two units dedicated to the development of brand contents
Manuela Walfenzao| 29 de septiembre de 2016
Unilever creará dos tipos de contenido con U-entertainment y U-Studio
As its most recent structural movement in marketing, Unilever is launching two units dedicated to the development of brand content: U-Studio and U-Entertainment. One of the reasons for its creation is that increasingly more people are blocking or avoiding what they have called “advertising based on interruption.” To create U-Studio, Unilever partnered with the group of agencies Oliver, that has already created in-house agency solutions for companies like BMW and Starbucks. This new unit will be incorporated through several parts of the business and will focus on what they have called “needed content” that is content consumers search for that covers an immediate need related with the brand or product. This entity will have presence in all the company’s offices worldwide. U-Entertainment will be focused on “passion content” and will work to connect Unilever’s global brands with partners in the entertainment industry to create content that the company will be co-owner of. The “needed content” will include e-commerce imagery, tutorial videos, infographs, ratings and revisions, editorials, information on products and content generated by users. While “passion content” will include TV and web series, games, music, all of which with Unilever aims to generate outstanding prominent brand effects, especially for millennials.
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