Unilever, noting the success of integrated online campaigns it has run for brands like Axe, Dove, Hertog and Conimex, said it would triple spending on online marketing in the coming year, according to Poynter Online. Unilever claims of online ad spending intentions have proven optimistic in the past, however. In pre-bubble days, Unilever even once said it would spend $1 billion in online marketing, a strategy that got lost on the way down to the individual brand managers. A Unilever executive told the trade magazine Emerce that the firm would increase online spending from 5 percent of the budget to 15 percent.