By Ronan Shields

Unilever, one of the world’s largest FMCG manufacturers, is placing mobile messaging at the heart of everything it does, most importantly how it communicates with consumers, and is now mulling a global roll out of a WhatsApp-based service for its Hellmann’s brand initially launched in Brazil.

Speaking at this year’s Mobile World Congress, Unilever VP of global media in Europe and the Americas, Sarah Mansfield presented the FMCG giant’s attitudes towards employing mobile into its media mix modelling citing different activities from around the world.

During the presentation she discussed an engagement programme for its Hellmann’s brand Read full story ›

Source: The Drum