Unilever VP Takes an Axe to Old Broadcasting Theories

NEW YORK (AdAge.com) -- Now that the broadcast ad model is essentially broken, marketers, content providers and TV operators alike are scrambling to come up with ways to make it more efficient

Leading the charge is Unilever's Kevin George, VP-general manager of the company's antiperspirant, deodorant and hair-care brands. Mr. George has been instrumental in identifying interactive, customized opportunities for brands such as Axe, Degree, Suave, Dove and Sunsilk over the last three years. Interactive TV has become an increasingly larger part of Unilever's corporate strategy, too, with more than 30 brands currently testing the technology. Now that the footprint is larger -- more than 70 million cable households have interactive capabilities