Unilever launches global media review

By Abimboa Mohammed

Unilever, the global Fast-Moving Consumer Goods (FMCG) giant, has initiated a review of its worldwide media planning and buying business. Mindshare, which is responsible for managing the account in India, will also participate in the re-pitch.

The last major agency review by the giant company was in 2021, which was the first of such assessment in 3 year. The routine review occurs every three years.

During the 2021 review, GroupM’s Mindshare retained the majority of Unilever’s media business across key markets, including the US and the UK. In Canada, Omnicom Media Group’s PHD network assumed media responsibilities.

After a six-month process, the single biggest piece of business went to incumbent WPP, with Omnicom Media Group, Interpublic and Havas Media also winning multiple-market assignments.

At the time it was estimated that the firm spent about $4 billion annually on measured media. An updated figure was not immediately available.

A post on Media Post said: “In response to an email query, a company spokesperson issued a short statement confirming the review: “Yes, we are undertaking media agency reviews in many of our markets. This is part of our standard process to periodically review, to ensure best in class media agency partnerships.”

Unilever markets several hundred brands around the world, including Persil, Dove, Knorr, Domestos, Hellmann’s, Lipton, Wall’s, PG Tips, Ben & Jerry’s, Magnum and Lynx.


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