Unilever set up the Foundry initiative to find the top 50 marketing technology new companies that are “innovating to help brands better connect, engage and relate with people” and has worked in partnership with Lions Innovation.

The final 50 selected were picked from more than 3000 start-ups in marketing, research and data science.

They were selected by a panel of experts that included Olivier Garel, head of Unilever Ventures, Rob Dembitz, head of Lions Innovation and Brent Hoberman, entrepreneur and co-founder of Founders Forum.

All the start-ups had to meet the following criteria: be innovative and truly disruptive; relevant and interesting to the brand and marketing industry; incorporated within the past five years; and raised less than $10 million in equity funding.

Jeremy Basset head of Unilever Foundry said: “Start-ups are pioneering the future of marketing effectively and sustainably. As the world’s second largest advertiser, we’re in a position to lead the way and supercharge the transformation of the marketing industry, making it more efficient, which will benefit consumers, brands and entrepreneurs alike.”