Mindshare successfully defends Unilever in Australia; PHD wins NZ battle

UnileverMedia agency Mindshare has retained the $45m media account for Unilever in Australia, the FMCG giant has announced.

MindShare was forced to defend the account as part of a global pitch just 20 months after winning it. PHD missed out in Australia but won in New Zealand.

The announcement saw the account split globally between Mindshare, PHD and Initiative.

PHD will run global communication planning for personal care, refreshment, foods and homecare brands. Global planning for household care will be managed by Initiative.

The announcement will come as a huge relief for Mindshare’s Australian operation, which grew drastically after winning the business last year.

The announcement:

London/Rotterdam, October 5th 2012. Unilever today announced the outcome of the global review of its media planning and buying agency services. The review was initiated in early 2012, in line with company policy to evaluate media agency arrangements periodically.

Unilever can now confirm their agency configuration across the following key territories for local planning and buying assignments.

WPP’s media agency Mindshare has been appointed in:

Europe: UK, Ireland, Netherlands, Belgium, Germany, Austria, Switzerland, France, Italy, Spain, Sweden, Denmark, Finland, Norway, Romania, Bulgaria and Serbia.

North America: US, Canada and Caribbean.

Asia: Indonesia, Thailand, Malaysia, Singapore, Viet Nam, Australia, India, Pakistan, Sri Lanka and Bangladesh.

Africa: South Africa and sub-Saharan Africa.

Omnicom’s media agency PHD has been appointed in:

Europe: Poland, Estonia, Latvia, Lithuania, Czech Republic,, Hungary, Slovakia, Slovenia, Croatia and Bosnia-Herzegovina.

Asia: China, Hong Kong, Taiwan and New Zealand.

IPG’s media agency Initiative has been appointed in:

Latin America: all countries (including Mexico), excluding Brazil.

Europe: Greece, Portugal, Russia, Ukraine and Belarus.

At the same time Unilever has appointed PHD to handle Global Communication Planning for all Personal Care, Refreshment, Foods and Homecare brands. Global Planning for Household Care will be managed by Initiative, as part of an integrated IPG solution.

Luis Di Como, Unilever Senior Vice President Global Media, said, “We are confident that we have the right agency partners to service our business. They will help us leverage our scale and engage with consumers around the world in effective and meaningful ways, in order to fulfil our ambition of doubling the size of our business while reducing our environmental footprint and increasing our social impact.”

“We greatly value the long-term relationships that we have with our agency partners and look forward to continue working closely with them to deliver our marketing strategy, Crafting Brands for Life, and our ambition to continue leading in the digital marketing space,” concluded Di Como.

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