Unilever Australia has tapped Reprise Media, the performance marketing company launched by IPG's Mediabrands in February, to support paid search, search engine optimization (SEO) and social media. It
also aligns the company's search strategy with planning and buying guidelines, which Reprise Media's sister company Universal McCann handles. Reprise Media managing director Dave Fernandez says the
agency will rely on "blended" search techniques, which appeals to Unilever. The strategy will include a variety of SEO tactics to improve support. SEO has become a "blunt" tool, he says. Similar to
the way display ads without punch get lost in the crowd. Reprise Media Australia also supports Coles, Youi, Target, Cathay Pacific, Australia Post and MasterCard. ---
Laurie Sullivan
