Unilever Renews $300M Ad Deal With Time Warner

Three-year pact covers spending across all Time Warner media platforms, including TV, print and Internet

Time Warner has renewed a three-year advertising partnership with packaged-goods company Unilever that will bring in excess of $300 million over the course of the deal.

The initial deal, which includes advertising and marketing dollars spent across Time Warner's television, magazine and Internet platforms, was signed in 2007.

The renewal includes advertising and custom-created marketing programs that extend beyond traditional 30-second advertising spots on TV and in print ads, It also includes more product integrations in shows produced by Time Warner media companies, including Warner Bros., Time Inc. and Turner Broadcasting.

Under the previous deal, for example, an on-air integration on "The Ellen DeGeneres Show," featured Unilever's Hellman's recipes being discussed by brand spokesman Bobby Flay, along with custom print ads in People magazine, Southern Living and Real Simple.

Similarly, Bertolli had integrated segments on "Extra," promoting a special web series, "In the Heart of Italy," along with ads in People and Travel & Leisure, among other magazines.

"The variety of top-quality communications platforms that Time Warner offers gives us the ability to engage our consumers with innovative brand content that is most relevant to them," Keith Weed, Unilever CMO, said in a statement. "As a major marketer, we want to be where our consumers are and these platforms give us the added ability to do that through our extended relationship."

"We recognize that in order to drive strategic growth for our partners and ourselves, we must focus our efforts on delivering premium content, applications and experiences that serve the client's brand and uniquely engage the consumer," Mark D'Arcy, president of Time Warner's Global Media Group, said in a statement.

While Time Warner would not comment on the total amount of the deal, Kantar Media, which tracks ad spending, has estimated that Unilever spent $119 million on advertising with Time Warner in 2009.