Unilever has launched a review of its global media planning and buying account.
The FMCG giant, which owns the Dove, Ben & Jerry's and Marmite brands, last reviewed its media account in 2021. Group M’s Mindshare retained most of Unilever’s media business across its top markets, including the US and UK and Ireland.
Campaign understands that Mindshare will be repitching for the account. Alongside the US and UK, the agency handles Unilever's media for the Netherlands and Belgium, the Nordics, Italy, Eastern Europe, South Asia (India, Pakistan, Bangladesh, Sri Lanka) and Southeast Asia (Indonesia, Philippines, Thailand, Vietnam).
The agency also takes care of media planning and buying in China following a review in 2020.
Alongside WPP, three other holding groups—Omnicom, Havas and IPG—are incumbents on the account.
In 2021’s review, Omnicom’s PHD walked away with former WPP markets Austria, Germany, Switzerland and Canada, as well as Africa, the Middle East, Australia, New Zealand, Hong Kong and Taiwan. Havas Media won France and Spain and IPG’s Initiative retained Russia, Ukraine, Belarus and Greece.
When Group M expanded its account in 2021, the billings at the time were worth $3.4bn.
In early 2023, Mindshare appointed Ailsa Lochrie its global lead on the Unilever account.
A spokesperson for Unilever said: “Yes, 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.”
Mindshare declined to comment.
