Unilever shifts global communications planning to Mindshare from PHD
Incidentally, PHD had won the global communications planning account from Mindshare in 2012 after a competitive review
Consumer goods giant Unilever has shifted its global communications planning account to Mindshare from Omnicom’s PHD, according to news reports. Unilever has been seeking to simplify its media planning by slashing the number of agencies with which it works globally. It is also simultaneously looking at cutting down agency fees.
Reports further suggest that a source familiar with Unilever’s thinking says that it wants to have better co-ordination between global and local media planning and maintained the account switch was not a cost-cutting move.
Incidentally, PHD had won the global communications planning account from Mindshare in 2012 after a competitive review.
WPP’s Mindshare already manages several of Unilever’s media-buying globally, including the US while PHD handles some of Unilever’s media-buying in Australia and parts of Asia and that is unaffected by the shake-up to global communications planning, according to reports.
Unilever had said earlier this year that it would halve the number of agencies that it uses from 3,000 and reduce the number of ads it makes because it has been over-saturating the market and not "wearing" them out.
However, Unilever has insisted that it will not reduce its media spend. The company spends close to €7.5bn a year on brand and marketing investment, say reports.
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