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Unilever realigns media agencies: Mindshare continues in India

10-February-2010
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Unilever realigns media agencies: Mindshare continues in India

FMCG major Unilever announced the outcome of its global media agency review on February 9, 2010. The review was initiated in July 2009 across 53 countries, in line with company policy to evaluate media agency arrangements periodically. The outcome was split between the three incumbent groups of agencies -- WPP, Omnicom Media Group and Interpublic. In India, Mindshare continues to handle the business. It is understood that a three-year contract has been signed.

As is known, Unilever is the single largest spender in India, with an estimated advertising spend of Rs 1,000-1,200 crore. Mindshare has been handling the Unilever business in this market since 1995.

In a conversation with exchange4media, R Gowthaman, Leader, Mindshare India, said, “It is over 15 years that we have been handling the business in India, and we are thrilled and delighted with the confidence that Unilever has shown in us. Over the years, we have grown with them and they have grown with us. This is perhaps a global first of the longest client-agency relationship, and we treasure it.”

Amongst other Asian markets, Unilever opted for Omnicom Media Group’s PHD in China. Mindshare is the agency for Thailand as well.

In a prepared statement, Laura Klauberg, Unilever Vice President Global Media, said, “We are extremely pleased with the outstanding portfolio of agencies that will be working on our behalf around the world. The outcome of the review further strengthens Unilever’s position as a leading marketing organisation, and will allow us to reach even more consumers in more effective ways.”

She added, “As we increasingly make use of digital and social media, we are confident that we have the best agency partners to help us engage in new ways with the 2 billion consumers whose lives we touch. In addition, greater alignment within our key country clusters will contribute to achieving exceptional results for our business in an increasingly complex and fragmented media environment.”

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