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Unilever global media planning mandate to PHD: US media reports

28-June-2012
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Unilever global media planning mandate to PHD: US media reports

It appears that Unilever is nearing the culmination of one part of its global media review. US Media reports state that consumer goods giant is likely to award its global communication planning mandate to PHD. It may be recalled that the buying mandate for markets such as United States has been retained by Mindshare, which has been Unilever’s lead agency for over two decades now. If PHD, an Omnicom Media Group company, wins the planning business, the development would be quite a loss for Mindshare globally.

Unilever still has to confirm this, even as the company has said to the press that the review is still on-going and an announcement would be made in due time.

Sources also informed that in the case of India, the picture will become clearer only by next month. However, it is understood that the buying scenario in India remains unchanged -- Mindshare will continue to be India’s lead buying agency for Hindustan Unilever, PHD will handle digital and Initiative will handle the out of home.

A senior source said, “It does not appear that there will be any change in India at all in fact – it would be status quo in this market.”

Unilever’s review was divided in two clear parts – strategic planning and buying. The review will also take place in few of the regional markets as well, the decision for which is expected by July 2012. A source familiar with the development told exchange4media, “The decision has to be formally announced latest by August 2012, for the rest of the process to complete and be in place by October 2012.”

The review has been on-going for six months now and marks the first time, when Unilever has looked at a global communication planning agency.

Unilever has not responded to exchange4media’s mails on the subject. The agencies too have not responded stating that the query should be directed to Unilever.

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