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Unilever global media review results in; All six ad holding companies get the FMCG's business
Unilever initiated a review of its global media planning and buying account in January 2024. WPP's Mindshare has defended the business in key markets, including India.
In April, Unilever announced scaling back environmental and social pledges.
The results of Unilever's major global media review are in and everyone's a winner. But one ad holding company and its agency have come out at the very top. Unilever has reappointed WPP’s Mindshare in the US, UK and China, as per industry reports. However the FMCG giant has changed up its agency roster in other markets to include Havas, Dentsu and Publicis Groupe, in addition to WPP, Omnicom and Interpublic.
Omnicom Media Group lost Canada to Interpublic’s Initiative. Publicis Media now has Unilever's media business in Thailand, Philippines and Vietnam, taken away from WPP. WPP has also won Sub-Saharan Africa, including South Africa. India has been retained by WPP and GroupM's Mindshare, as per sources.
Unilever said the media review was aligned to Unilever’s Growth Action Plan."
The global FMCG juggernaut initiated a review of its global media planning and buying account in January 2024. The FMCG giant last reviewed its media account in 2021. When GroupM expanded its account in 2021, the billings at the time were worth $3.4 billion.
Mindshare, which also has the mandate in India, re-pitched for the account. GroupM-owned Mindshare had retained the account in the last review, beating out stiff competition from other major holding companies' media agencies. The review happens every three years.
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