Unilever’s agencies and a few selected others would soon plunge in preparations for the global corporate major’ media agency review. Unilever announced earlier this week that in line with the company’s policy to review its media arrangements periodically, it would initiate the pitch process in early 2012.
Prior to this, Unilever had reviewed its media agency in 2010 for a three-year term. Industry sources explained that by announcing the review earlier than expected, Unilever would get more time for the review. “It would still be three years by the time they have decided,” a senior source added.
Globally, the media business was divided between Mindshare, Initiative and Omnicom Media Group’s PHD. In India, Unilever’s media business rests with Unilever’s over a decade long partner Mindshare. The digital duties were awarded to Omnicom Media Group in 2010.
Even though specific details of the review are not available yet, it is said to apply to all markets including India, and is expected to commence in January 2012.
For the record, Unilever’s out of home business in India is with Lintas Media Group’s outdoor arm.
In a statement, Unilever’s Senior Vice President, Global Media, Luis Di Como said: “We want to make sure that we continue to have the best-in-class agency partners to deliver Unilever's vision: to double the size of our business while reducing our environmental impact. We will be looking at both strategic planning and in-market execution capabilities from our agency partners.”
The statement also quoted her on: “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. The exercise is also in line with company policy to review media agency arrangements periodically.”