Unilever commits £100,000 to accelerator scheme for UK start-ups

Collider12: Unilever to invest an additional £100,000 in mentoring scheme
Collider12: Unilever to invest an additional £100,000 in mentoring scheme

Unilever will invest £100,000 in a UK start-up to be chosen as part of Collider12, a mentoring scheme in which William Hill and BBC Worldwide are also participating.

The scheme will feature 10 companies selected from a panel including executives from William Hill, BBC Worldwide and CBS Outdoor, taking part in a 13-week mentoring scheme and receiving £100,000 investment each.

Unilever Ventures will be awarding one of the companies, which comes up with what it believes is the best 'B2Brand' service or product, an additional £100,000 investment, in what it is calling "the Unilever Challenge".

The FMCG giant will be looking for the start-up which has the "potential to be a game-changer" for key Unilever brands in the way that these brands communicate and interact with their customers via digital channels.

Collider12 is run by investor group Pembridge. It received financial backing from Creative England, a body backed by the Department for Business, Innovation and Skills, and Pembridge's private investors, which include Ingenious.

It is currently open for entries. The closing date is the end of this year, with the scheme kicking off next year.

John Coombs, managing director of Unilever Ventures, said: "There is a revolution in how people are relating to brands and what brands are for their customers, but the biggest revolution is in the types of services that customers can engage with using mobile and social techniques.

"The UK has always been at the forefront of media and marketing communications and we are seeing a lot of innovative start-ups at the moment."

Unilever is following in the footsteps of Kraft, PepsiCo and Telefónica, which have been working with start-ups, via their own incubator and accelerator schemes in recent years.

In an interview with Marketing earlier this year, Ashley Stockwell, guest academy director of Telefónica’s incubator scheme Wayra UK, said that incubator schemes were not right for every brand and that FMCG brands investing in tech start-ups "wouldn't really make sense to me", explaining that Telefónica's investment in start-ups which were mobile focused made sense for the company.

Last week, the advertising industry put its support behind UK start-ups, with nine businesses winning the services of marketing agencies, through a scheme run by the Marketing Agencies Association.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer