Unilever concludes global media review, WPP remains biggest winner
By Oluwaseyi Lawal
WPP’s Mindshare has significantly expanded its role in Unilever’s media strategy as it now handles both general U.S. media and commerce media, previously managed by Publicis Groupe.
Other agencies also saw changes in their Unilever relationships. Interpublic Group’s Initiative and Dentsu both increased their involvement, while Omnicom Media Group and Publicis lost some business. Publicis, however, gained media responsibilities in four South Asian markets previously handled by WPP and also joined Unilever’s general media roster in certain regions.
GroupM’s Mindshare saw significant growth in its Unilever business. Mindshare secured media responsibilities in South Africa, Australia, and New Zealand, previously handled by Omnicom Media Group. Additionally, Mindshare retained key assignments in Western and Central Europe, India, Indonesia, and other Asian markets, including China (excluding Hong Kong and Taiwan).
Other agencies also experienced changes in their Unilever relationships. Initiative gained media responsibilities in Canada and North Africa, while retaining assignments in Latin America, Ukraine, and Greece. Dentsu, previously unsuccessful in Unilever’s 2021 review, emerged as a winner this time, securing the Japan assignment. Havas maintained its media responsibilities in France and Spain.
Publicis and Omnicom also saw shifts in their Unilever business. Publicis lost some U.S. business but gained assignments in Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Omnicom retained business in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, the United Arab Emirates, Germany, Austria, Switzerland, and Turkey.
Unilever, a global consumer goods giant, reported significant brand and marketing investment in 2023. The company’s annual U.S. media spending was estimated at $850 million.
Unilever’s global media review began in January. In a statement, Esi Eggleston Bracey, Unilever’s chief growth and marketing officer, expressed gratitude to the participating agencies. She stated, “It’s fantastic to accelerate this journey with both new and long-time partners. Together, we have an exciting opportunity to further optimize our media and content to better reflect people and culture as we continue to build our brands.”
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