Mindshare Keeps Unilever in US
Published: Feb 09, 2010
Global - Unilever has elected to keep its US media planning and buying assignment at WPP Group's Mindshare, according to sources.
The shop also retained Western Europe and picked up Canada. The decision came after a review that begin six months ago.
Other contenders in the US review included Omnicom's PHD and Interpublic's Initiative.
The client spent US$640 million in the on ads in 2008 and US$674 million from January through November of last year, according to Nielsen.
The North American review is part of a broader process that the client launched last year to evaluate its media agency relationships across numerous markets around the world.
A separate review for Greater China, including China, Taiwan and Hong Kong, concluded last month. In that contest, the client awarded the assignment to Omnicom's PHD. Spending in those three markets is estimated at US$450 million. The Greater China incumbents were Mindshare and Initiative, per the client.
Sources said Mindshare handled approximately 80% of the client's media business leading into the review cycle.
In addition to the US, Mindshare holds the business in the UK (where Unilever spends about US$240 million annually on ads) and most other European countries (pan-European spending tops US$1 billion).
On a global basis, Unilever spends more than US$7 billion a year on advertising and promotions. Worldwide media spending is believed to exceed US$2 billion.