Arun Sudhaman

Working the angles around media, comms and marketing.

Vaseline looks for an agency to lead social media

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This story is also posted to the Holmes Report here

UPDATE: Vaseline has been criticised for a Facebook app in India that enables users to digitally whiten their profile pictures. Skin-whitening is a booming industry in India, but the widget has sparked a major backlash in social media, and perhaps explains the brand’s decision to review its social media strategy.

Vaseline has called for its key marketing agencies to present ideas as the Unilever skin care brand determines which one will lead its social media strategy.

The Holmes Report understands that the review pits the brand’s agencies from different disciplines against each other. Vaseline works with Edelman on PR, BBH for advertising, MindShare for media, and OgilvyOne for digital.

The development is the latest indication that clients are unsure of which type of agency should take charge of their social media plans. “Who can help them address what they want to address?” said one source involved in the review. “They want somebody to lead.”

Vaseline previously named OgilvyOne as its global digital agency, in early 2007. It is understood that agencies presented social media ideas in New York last week.

A Unilever spokesperson declined to comment.

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Written by Arun Sudhaman

July 12, 2010 at 5:06 pm

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