NEW YORK—Unilever has retained Edelman as its new agency of record for Hispanic marketing for six home and personal care consumer brands, including Dove, Finesse, Suave, Caress, Vaseline Intensive Care and Ponds. Edelman’s Diversity Solutions team will develop and implement strategic Hispanic community, event marketing and media relations programs throughout 2004.
“We were very impressed with Edelman’s understanding of the U.S. Hispanic market and experience in reaching this important community,” says Annette Fonte, multicultural marketing manager for Unilever. “Edelman demonstrated an unparalleled command of the Hispanic mindset, behavioral preferences and community.”
Edelman also is agency of record in the general market for Unilever’s Axe, Dove and Finesse brands. The firm’s Diversity Solutions team has supported general market outreach efforts for the Axe and Dove brands.
SILICON VALLEY—TIBCO Software, a leading business integration software company, has retained Edelman as its U.S. agency of record.
TIBCO pioneers solutions that empower customers to improve business performance by enabling interoperability between diverse computer systems. Edelman will provide TIBCO with a national program that builds on existing momentum to drive recognition for the company’s vision of the “event-driven enterprise.”
“The combination of Edelman and our new internal communications team is exactly what we need to develop, differentiate and promote the TIBCO brand,” said Bob Berger, vice president of global corporate communications. “The Edelman team demonstrated impressive enterprise software and vertical market expertise, and its creative and thoughtful strategy recommendations were consistent with our direction, vision and needs.”
The account will be lead by Luca Penati and his team in Silicon Valley with support from Edelman staff in New York.