Unilever joins the pitch party with $50m media review

Unilever is undertaking a review of its media account locally, joining Nestlé as two of the largest FMCG brands go to market, Mumbrella can reveal.

The UK-based multinational confirmed this to Mumbrella, with a Unilever spokesperson providing the following statement to Mumbrella: “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.”

Unilever the next to go to market

The account is currently held by PHD, which won it from Mindshare initially in 2015. The agency did not provide a comment.

It is currently unclear what other markets Unilever is reviewing its media in.

The company, which houses brands including Lynx, Dove, Continental, Ben & Jerry’s, Comfort, Persil and more last undertook a global pitch in 2021, with Omnicom Media Group’s PHD retaining the account in Australia.

Unilever’s media spend it thought to land in a similar range to Nestlé, around $50 million annually in billings. Of the major FCMG companies, the aforementioned Nestlé is currently held by UM Australia, P&G is held by Publicis’ Starcom, while Mondelez is held by Wavemaker. OMD also recently retained Beiersdorf.

This adds to the growing list of brands undertaking media reviews or pitches in the Australian market, some of those including Nestlé, Mitsubishi, Priceline, BMW, Victoria University, SBS, Forty Winks, Momentum Energy and more.


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