Unilever Signs Octagon for Sponsorships

NEW YORK Unilever said it has hired marketing agency Octagon to “work closely with a variety of the company’s brands.”

The agency’s efforts will cover strategic planning, program development, proactive program ideation, sponsorship negotiation and activation, competitive analysis, property evaluation and proposal management.

Unilever’s participation in sponsorships has grown over the last several years, having aligned its brands with Ironman competitions, the National Basketball Association, Minor League Baseball and several musical artists.

Seven other agencies were part of the request for proposal process, which took place in November. Octagon is an Interpublic Group agency in New York.

“Octagon’s leadership role in the sponsorship category was a big factor for us in awarding the business to them,” Mary Drapp, a spokeswoman for Unilever, said in a statement. “They have created, negotiated and activated some of the highest profile sponsorships in the world and we look forward to working very closely with them.”