By Seb Joseph

Spurred by its efforts to push marketing beyond brand development, Unilever has hired an agency to help take its strategies beyond the traditional conversion funnel that’s used to measure success.

Brand measurement and optimisation shop TransgressiveX has bagged the lucrative gig, which will see it work to put in place clearer thinking for the FMCG company’s brands, more appropriate measures, better data capture, sharper analysis and ultimately more strategic-based advice that can be monetised. Larger growth margins, particularly for global companies like Unilever, are hard to come by and so alternative partners that can offer commercially bankable services are top of Read full story ›

Source: The Drum