Unilever (UK/Netherlands)

Unilever was arguably the world's first packaged goods manufacturer, and is still one of its biggest companies with operations in every corner of the globe. "Meeting the everyday needs of people everywhere" is how the group describes itself. It is the world #1 in personal wash and deodorants, with brands including Dove, Omo and Axe/Lynx. Following a series of high-profile acquisitions, including US-based Bestfoods, Unilever's foods business is the world's third largest after Nestle and Kraft. It is a global leader in culinary foods, ice cream, margarine and tea-based beverages. Brands include Knorr, Lipton and Magnum. As a result of its huge size and extensive global footprint, Unilever has struggled for several years to adapt to the faster-moving business environment of the 21st century. In the late 1990s, the group initiated a strategy to prune its vast portfolio, which then numbered literally thousands of different brands, disposing of regional products and rebadging others in order to concentrate on a smaller roster of global power brands. That mammoth task finally began to deliver results from 2005. Advertising Age estimated global measured advertising expenditure of $4.5bn in 2006, making Unilever the world's #2 advertiser. Click here for the Adbrands.net profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Adbrands coverage of Unilever is split across several different pages. The group operates through two main divisions, Unilever Home & Personal Care and Unilever Foods. In addition, Adbrands tracks several geographic units: Unilever USA, Hindustan Lever (India), Unilever Australasia, Unilever South Africa and Unilever UK. Individual brands or businesses covered include Knorr, Hellmann's, Bertolli, Dove, Lynx / Axe, Persil, Domestos, Cif, Rama, Flora, Lipton, Slim-Fast, Bovril and Unilever Ice Cream.

Advertising: Which agencies handle advertising for Unilever? The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here for subscription information.

Competitors: see Personal Care, Foods, Home Care and Non-Alcoholic Beverages Sector indexes for competitive companies.

The Adbrands Company Profile of Unilever summarises the company's history and current operations. Subscribers may access the following website links: uniliver

Unilever website

Unilever Home & Personal Care

Unilever Foods

Unilever (Argentina)	Unilever (Korea)
Unilever Australasia	Unilever (Mexico)
Unilever Austria	Unilever Malaysia
Unilever (Belgium).	Unilever Netherlands.
Unilever (Brazil)	Unilever Philippines
Unilever (Canada)	Unilever Poland
Unilever Ceylon	Unilever Portugal
Unilever (Chile)	Unilever (Romania)
Unilever (China)	Unilever (Russia)
Unilever (Czech Republic)	Unilever South Africa
Unilever (Denmark)	Unilever Spain
Unilever (Finland)	Unilever Sweden
Unilever (France)	Unilever Switzerland
Unilever (Germany)	Unilever (Turkey)
Unilever Hungary	Unilever UK
Unilever (Israel)	Unilever (USA)
Hindustan Lever (India)

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