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Unilever launches creative pitch for home and personal care brands in SG market

Unilever has called for a creative pitch which covers selected brands under the home and personal care portfolio for the Singapore market. Marketing understands the length of appointment is for one year on a retainer basis and that four agencies were invited to the pitch process.

Marketing understands the agencies tipped to be invited for the pitch are GOODSTUPH, GOVT, TSLA and Tribal Worldwide Singapore. It is also understood that the chosen agency/agencies will be tasked with creative conceptualisation, affecting only local markets and tactical campaigns.

In June, Unilever revealed it would not work globally with influencers who buy followers, in an effort to push for greater transparency in the influencer marketing space to combat fraud in the digital ecosystem and create better experiences for consumers.

The announcement came as Unilever takes steps to audit its advertising spend. In February, the company said it saved approximately US$700 million from production costs in 2017 by producing fewer ads and relegating more work in-house, and allocated about US$300 million of that to media and in-store marketing.

The move is part of a its zero-based budgeting (ZBB) plan which allowed the brand to put more of its investment back and cut waste out. Less money was being spent creating advertising, and more dollars were spent showing advertising in a more effective way to consumers. ZBB has also allowed Unilever to reduce its media spend by 12% in Southeast Asia.

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