• New York Post, Wednesday, July 14, 2010 11:24 PM

Time Warner has struck a multiyear advertising pact worth as much as $300 million with consumer products giant Unilever, says the New York Post. The three-year renewal deal spans Time Warner's magazine, television and Internet properties and includes a digital tie-in with Time magazine's iPad app. The ads will feature Unilever brands ranging from Dove and Caress soap to Hellmann's mayonnaise and Bertolli pasta.

The deal was struck by Time Warner's Global Media Group, run by Mark D'Arcy. The Time Warner deal is worth an estimated $300 million, based on Unilever's past spending. Kantar Media, which tracks ad expenditures, estimates that Unilever spent $119 million with the media giant in 2009.

 The renewal includes advertising and custom-created marketing programs that extend beyond traditional 30-second advertising spots on TV and in print ads, notes The Wrap. It also includes more product integrations in shows produced by Time Warner media companies, including Warner Bros., Time Inc. and Turner Broadcasting. Advertiser Bertolli had integrated segments on "Extra," promoting a special web series, "In the Heart of Italy," along with ads in People and Travel & Leisure, among other magazines.

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