Unilever has named SAMY to lead global influencer strategy for its foods business, covering brands such as Hellmann’s and Knorr. The move strengthens Unilever’s “many-to-many” brand-building approach across 13 markets, with SAMY tasked to deliver a social-first framework rooted in creator partnerships and digital-native engagement.
Unilever has appointed SAMY to drive global influencer strategy for its foods business group, which includes household names such as Hellmann’s and Knorr. The appointment underscores Unilever’s commitment to a “many-to-many” brand-building model across 13 markets, reflecting its ambition to deepen relevance in a rapidly evolving digital landscape.
SAMY’s remit will centre on developing and activating a social-first framework rooted in creator partnerships, as Unilever continues to shift investment towards digital-native channels alongside traditional brand marketing. The agency’s philosophy positions social not as a collection of platforms but as a single, living ecosystem where stories, posts, reels and influencer content merge seamlessly into consumer experience.
With a 1,000-strong team spread across 20 offices and active in 55 markets, SAMY has built a reputation for integrating intelligence, creativity and technology to make brands matter. Its client roster includes L’Oréal, The North Face, Diageo, Microsoft and Samsung, with each leveraging SAMY’s expertise to embed social and influencer strategies at the heart of brand communication.
For Unilever, the partnership signals a decisive step in evolving its foods portfolio to meet the expectations of modern audiences. By harnessing culturally attuned creativity and always-on ideas, SAMY aims to make Unilever’s messages unskippable, its products buyable, and its brands more relevant in the dynamic social universe.
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