• The top 10 biggest advertisers slashed their spend by a third last year - but this masked big differences in strategy.
  • Unilever, for instance, cut its spend on Magnum but increased its outlay on Ben & Jerry’s. With Magnum, it focused on social media. To coincide with the April launch of Magnum Infinity ice cream, it launched a Facebook game that attracted 3.6 million players worldwide. It also enlisted the help of Kelly Brook for the launch.
  • With Ben & Jerry’s, however, it boosted spend on traditional media, particularly TV. It proved a wily move, helping drive sales up in value and volume [SymphonyIRI], while rival Häagen-Dazs saw volume sales fall after cutting spend 34%, despite spending marginally more on TV.