±±¾©Èü³µpk10

Unilever: moving outdoors

Unilever has formed a E100m (£61.3m) alliance with JCDecaux in a significant move away from its traditional dependence on television advertising.

The five-year partnership will include activity across
JCDecaux's outdoor networks in 22 European countries including the UK and covers Unilever's portfolio of brands.

The initiative follows a similar single media owner deal agreed earlier this year between Unilever, the world's largest advertiser, and AOL Time Warner, encompassing its broadcast, print and digital media assets.

The Anglo-Dutch food and household advertiser said the JCDecaux deal is the first of its kind with an outdoor contractor. But while it will be seen as a major boost to the credibility of the outdoor industry's aspirations to be seen as a broadcast media, it raises the possibility of smaller contractors missing out on similar deals with major clients.

It is understood Unilever decided to move away from its strong dependence on TV due to a combination of price issues and audience fragmentation. The deal with JCDecaux will utilize the contractors' existing  networks and a commitment to develop a strategic partnership in emerging markets.

Unilever UK media manager Edwin Sharpe and JCDecaux One Stop Shop managing director Xavier Dupré will manage Unilever's activity. Poster buying specialist Alban Group, and its international division, have been appointed to coordinate the alliance.

JCDecaux chairman and co-chief executive Jean-Francois Decaux said: "It's excellent news that Unilever, the world's largest advertiser, recognizes the role of the outdoor advertising medium as a vital part of its communication strategy.