SMG and Unilever have announced a landmark ?1m+ cross-platform media deal that will see the FMCG giant advertising its products across all of SMG?s media ? Scottish TV, Grampian TV, Virgin Radio, Pearl & Dean and Primesight.
The deal includes an innovative content element that will allow Unilever to trade certain SMG television content for airtime in overseas territories. The agreement was co-ordinated by SMG Access ? the media-owner?s cross-platform arm established last year ? through Unilever?s agencies, Initiative Media, Concord and MGA.
Commenting on the announcement Kathryn Jacob, MD of SMG Access told Radio Mad:
“SMG Access is based on our creative approach to meeting the needs of SMG?s clients. This is a classic example of a bespoke response that addresses Unilever?s needs while securing business for SMG right across our TV, radio, cinema and outdoor businesses.”
Edwin Sharpe, Unilever UK Media Manager said
“We are delighted to have reached agreement with SMG on this deal. To date, Unilever have negotiated a number of successful barter deals in the UK, but this is the first time that we have secured agreement with one of our key suppliers running across all their media assets”.