Fast moving consumer goods (FMCG) major Hindustan Lever has appointed MindShare, part of the WPP group, to handle its media planning and buying of all its brands. Earlier, HLL's media planning assignment was split between HTA, Ogilvy & Mather. The HLL account is the largest in the country with its total ad-spend in 1999 being Rs 715 crore.
MindShare will thus handle media buying and planning for all Lever group brands for India and Central Asia markets like Bangladesh, Sri Lanka, Pakistan, though India should account for 75 per cent of spends.
HLL started the media review in October 2000. The consolidation of media resource will be implemented in a phased manner to give the media agency adequate time to establish its new organisation. It is expected that transition of business will be completed in the next few months.
Mindshare will do combined media planning, implementation, buying and research for advertisers associated with WPP — market leader Hindustan Thompson Associates, Ogilvy & Mather and Contract Advertising. Top brass from MindShare overseas will meet next month to iron out the remaining issues.
MindShare, a part of the WPP group, is the largest media investment and management company with annual billings in excess of $17 billion. This consolidation of HLL's media planning and buying does not lead to any change in HLL's creative agencies. The creative agencies will continue to do the creative work for their respective accounts.