Unilever is partnering with Samsung, EA Sports and Sony's Arcade Creative Group on advertising and content for smart TVs, smart appliances and mobile applications, writes Jack Neff. "A lot of these partners are coming to us so they can crack the code on how to communicate with the rest of the advertising community, because they know we're incredibly tough [and] incredibly demanding, but that also helps them shape their offerings," says Gail Tifford, Unilever senior director of media for North America.

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