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By John Oates
Published: 2 July 1998 10:08 BST
Food to chemicals giant Unilever has signed up Microsoft and AOL to oversee its online marketing development. It is one of the first wholehearted moves into Web advertising by a non-technical company.
Unilever will open a dedicated office in New York to work with the two hi-tech firms. The decision was taken after a successful trial of a Mentadent toothpaste give-away on the Internet. The group already has 35 Web sites.
AOL will focus on Web advertising and promotional areas, while Microsoft will develop what it calls "the next generation of interactive advertising".
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