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Unilever is poised to link its global brands to high-profile

sporting, entertainment and cultural events for the first time,

following its appointment of a strategic consultancy to develop

worldwide sponsorship guidelines.

The FMCG giant has hired Redmandarin to provide a template for assessing

sponsorship opportunities across its brand portfolio, which ranges from

household cleaning products such as Cif and Domestos to toiletries and

cosmetics brands including Lynx and CKOne.

Redmandarin's appointment, overseen by Unilever's vice-president of

brand communication, Michael Brockbank, is likely to herald tie-ups

between the company's top brands and international sporting and cultural

events.

Brockbank said: "We have recognised that it is time we became more

proactive in our use of sponsorship, and we need to apply the same

rigorous strategic approach to its use as we do when using more

traditional communications channels.

"Having culled our brand portfolio dramatically, it is now possible for

our regional and global brands to consider sponsorship more

seriously."

He added that the sponsorship activity will be firmly brand-led, rather

than property-led.

Redmandarin will work alongside Unilever's roster media agencies,

including Initiative Media and MindShare, to develop the sponsorship

guidelines, which will be introduced to all Unilever marketers and

agencies next year.

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Unilever has previously only used sponsorship on a low-key and sporadic

basis. Its biggest UK sponsorship to date has been in Flora's support of

the London Marathon.

Other sponsorships, such as its ongoing involvement with the Tate

Modern, have focused on Unilever's corporate brand.

The appointment of Redmandarin reflects Unilever's recognition that it

needs to explore the full range of marketing disciplines to connect with

a fragmented audience.