Unilever Aims to Be Ahead of the Curve by Investing Heavily in Digital Start-Ups

Global conglomerate Unilever has today (22 May) launched a program that will provide mentoring, investment in digital marketing start-ups and access to its brands in return for early access to cutting-edge technology and trends.

The 'Unilever Foundry' programme is open to marketing start-ups working across a range of areas, including content, digital, mobile and social. Mentors with marketing expertise will be made available and any of Unilever's brands will be able to post pitches to the start-ups who have signed up to the programme.

Unilever Senior VP of Global Marketing, Marc Mathieu, explained that the Foundry reflects their strong desire to scale up relationships with start-ups following their Go Global incubator initiative (which will now continue to run as a part of the Foundry).

In the same way as Google and Facebook have changed the future of marketing over the past 10 years, Unilever has a similar goal in gaining early access to new marketing developments and innovations.

Mathieu said that although it took Unilever "a little bit of time" to realise the impact that new technologies would have 10 years ago, it now wants to make sure it is ahead of the curve.

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