Unilever has appointed Havas EHS to lead the development of a new global consumer data strategy, in an effort to better connect and engage with consumers online. Havas EHS is a marketing agency that specializes in digital and data-driven consumer relationships.
Unilever says its new plan will enable its brands to reach the right audience at the right time, and utilize important existing consumer data. “Data has always been important for marketing purposes, but collecting and harnessing consumer data has taken on greater urgency because the sheer amount of data that is passed through the internet is growing exponentially by the day,” explained Babs Rangaiah, vice president, Global Media Innovation, Unilever.
“We still firmly believe that our brands need a balance of magic and logic – this will make sure that our best creative efforts reach our consumers in an efficient and effective way,” adds Rangaiah.