Unilever concludes US$3.3bn media review, retains WPP as largest media partner

Following a $3.3bn global media pitch, FMCG giant– Unilever has reappointed WPP’s Mindshare to handle global media duties covering top markets including China and India, US and the UK.

According to Unilever, Mindshare remains its largest media partner representing almost 80% of the total Unilever media business. Mindshare also holds comms planning and search briefs. The pitch which comprises all integrated services is Unilever’s first global media review in six years. Confirming its global roster of agencies, WPP’s Mindshare has retained the US, UK and Ireland, Netherlands and Belgium, the Nordics, Italy, Eastern Europe, South Asia (India, Pakistan, Bangladesh, Sri Lanka) and Southeast Asia (Indonesia, Philippines, Thailand, Vietnam), and China.

Luis Di Como, executive vice-president of global media at Unilever, said: “The rapid digitisation of consumer lives, accelerated even further by the Covid pandemic, has driven the convergence of media, commerce, entertainment and shopping, offering exciting opportunities for our brands. In this context, it’s great to be continuing our journey with existing and new partners, many of whom have worked with us collaboratively over many years.”

Omnicom’s PHD won Austria, Germany, Switzerland and Canada from WPP, and North Africa and the Middle East at the expense of incumbent Interpublic. PHD retained Australia, New Zealand, Hong Kong and Taiwan. Havas Media won France and Spain. IPG’s Initiative retained Russia, Ukraine, Belarus and Greece.



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