—WPP’s Mindshare is the incumbent in the UK, US, and other major markets.—
By Shauna Lewis and Gideon Spanier
Unilever has launched a review of its global media planning and buying account. The FMCG giant, which owns the Dove, Ben & Jerry's and Hellmann's brands, last reviewed its media account in 2021.
At the time, GroupM’s Mindshare retained most of Unilever’s media business across its top markets, including the US and UK and Ireland.
In Canada, the review saw the company assign media responsibilities to Omnicom Media Group's PHD network, which also won the business in several former WPP markets including Austria, Germany and Switzerland, as well as Africa, the Middle East, Australia, New Zealand, Hong Kong and Taiwan. Havas Media won France and Spain, with IPG’s Initiative retaining Russia, Ukraine, Belarus and Greece.
Unilever did not immediately respond to a request to confirm if Canada is part of the review, and multiple media agency leaders contacted by The Message on Friday said it wasn't clear if Canada would be included.
Campaign understands that Mindshare will be re-pitching for the account. Alongside the US and UK, the agency handles Unilever's media for the Netherlands and Belgium, the Nordics, Italy, Eastern Europe, South Asia (India, Pakistan, Bangladesh, Sri Lanka) and Southeast Asia (Indonesia, Philippines, Thailand, Vietnam). The agency also takes care of media planning and buying in China following a review in 2020. Alongside WPP, three other holding groups – Omnicom, Havas and IPG – are incumbents on the account.
In 2021’s review, Omnicom’s PHD walked away with former WPP markets Austria, Germany, Switzerland and Canada, as well as Africa, the Middle East, Australia, New Zealand, Hong Kong and Taiwan. Havas Media won France and Spain and IPG’s Initiative retained Russia, Ukraine, Belarus and Greece.
When GroupM expanded its account in 2021, the billings at the time were worth $3.4bn.
In early 2023, Mindshare appointed Ailsa Lochrie its global lead on the Unilever account.
A spokesperson for Unilever said: “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.”
Mindshare declined to comment.
A version of this story originally appeared on Campaign UK. With files from The Message.
