PHD grabs global Unilever planning account
28 June 2012
Omnicom’s PHD has beaten Mindshare in a final shoot-out to secure Unilever’s mammoth global planning account.
While Unilever is yet to confirm the appointment, a source familiar with the account confirmed that they have in fact won the majority of the business with approximately 5% being retained by Interpublic’s Initiative.
Unilever called a review of its $3bn global planning and buying business at the end of the 2011 and invited its worldwide incumbents to pitch for the business. The review covered duties for its foods, refreshments, home care and personal care categories. Unilever last reviewed its media business in early 2010 and split its estimated $5bn global media business between Mindshare in North America, Interpublic’s Initiative in Latin America and PHD in China and Central Europe.
When the pitch was called, Unliever’s senior vice-president of global media Luis Di Como said in a statement that Unilever wanted to ensure that its agencies matched its vision of doubling the size of the business while reducing its environmental impact.
“Our new marketing strategy, Crafting Brands for Life, and our determination to continue leading in the digital marketing space also drive us to ensure that we are working with the best agencies to deliver our ambitions,” said Di Como. “The exercise is also in line with company policy to review media agency arrangements periodically.”
According to Ad Age, the media buying part of the business will continue to be handled regionally and no announcements are expected to be made until September. Last month, Mindshare retained the US buying business without a review.
Picking up the Unilever account comes at the end of a hot month for PHD which saw the agency also win Bentley’s $23m global media account.
Martina Lacey, London