Friday, June 12th, 2026 – 1:00 am
SHARE:
In digital advertising, if you haven’t planned your event-based campaigns several months – or more – before the event takes place, it’s usually too late.
Which is why, although the World Cup doesn’t begin until Thursday, Unilever-owned antiperspirant brand Degree has been running ads featuring US men’s national soccer team star Christian Pulisic since early April.
And as an official FIFA sponsor, Degree has also committed to a certain number of volume-based media buys during official World Cup televised events as early as 18 months ago, Dominick Pace, president of media at WPP Unite, told me. (WPP Unite, by the by, is a dedicated agency within WPP Media that works with Unilever brands.)
