The FMCG giant spreads smart media thinking right across its portfolio to deliver engaging media solutions for the most surprising brands

Delve into CMDglobal and you'll find more than 40 campaigns from the global marketing machine that is Unilever. Naturally many of them are for its headline-grabbing youth brand Axe/Lynx. The combination of youth – with the requirement for new technology and digital channels – and a brand promise that those who “spray more, get more" makes this a great place for media practitioners to showcase their craft.

Deodorants targeted at older men, such as Rexona and Degree, have also presented great media work, generally based around a real men platform

But what makes Unilever stand out from its rivals is the fact that we've also got a host of campaigns from brands far further down the pecking order in the sexiness stakes that have made it into Cream and CMDglobal.com.

No-one would put Skip or Domestos on top of their must-work-on brand list, but both have delivered innovative solutions, the former in the shape of scented newspapers and the latter in the shape of a contest to find Hungary's finest lavatory.

In Malaysia an aspirational soap has softened the authoritative values of Sunsilk while Ponds' new MUDface cleaners arrived in China via an online reality romance show. None of these are obvious solutions, but they've clearly delivered for the FMCG giant and precise insight and great media thinking has been essential to make them work. Congratulations to all involved.