Ashutosh Srivastava Mindshare Asia-Pacific¹s leader was instrumental in the pitch and led the agency to victory in Asia.
"Unilever has been one of Mindshare’s most important business partners for more than a decade – a relationship that began in Asia - and we are very pleased that we will be able to continue that relationship," Srivastava said. "Mindshare has always appreciated the opportunity to help a world-class company like Unilever achieve its marketing goals around the world, and we’re thrilled at this vote of confidence from Unilever."
"We were informed upfront in the review that consolidation of media service agencies was not the end objective, and that Unilever were seeking diversity among their media agency partners. Given the sheer scale of their investment, it’s reasonable to expect them to want a diverse point of view. We’re proud and happy that we will remain the leading partner in that mix going forward," he added.
A source close to the pitch said: "Mindshare turned it around and defended it spectacularly. The agency snatched victory and it was a fantastic defense."
The announcement sees the FMCG giant split its US$5 billion global media business between Mindshare, Interpublic Group (IPG) and Omnicom Media Group (OMG).
OMG retains Unilever¹s Eastern Europe account. In December last year, PHD was appointed to the account in Greater China, worth a reported $450 million alone. OMG also picked up Hong Kong and Taiwan. Taiwan was previously handled by Initiative.
Sources close to the Greater China pitch said that PHD had triumphed following a contest against the incumbent Mindshare, Interpublic¹s Mediabrands and Vizeum. The win at the time was a blow to Mindshare China, of which Unilever is its biggest client.
Meanwhile, Unilever’s Latin America and Russia business will be consolidated with IPG.
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.”
“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 two 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.”
Unilever called the review of its media account in July last year across 53 countries and at the time agencies from WPP, OMG and IPG contended for the account on a region-by-region basis. In October, the brand narrowed the field between Aegis, Mediabrands, Mindshare and OMG.
At the time, it was estimated that WPP¹s Mindshare handled 70 per cent of the global account.
"Unilever has been one of Mindshare’s most important business partners for more than a decade – a relationship that began in Asia - and we are very pleased that we will be able to continue that relationship," Srivastava said. "Mindshare has always appreciated the opportunity to help a world-class company like Unilever achieve its marketing goals around the world, and we’re thrilled at this vote of confidence from Unilever."
"We were informed upfront in the review that consolidation of media service agencies was not the end objective, and that Unilever were seeking diversity among their media agency partners. Given the sheer scale of their investment, it’s reasonable to expect them to want a diverse point of view. We’re proud and happy that we will remain the leading partner in that mix going forward," he added.
A source close to the pitch said: "Mindshare turned it around and defended it spectacularly. The agency snatched victory and it was a fantastic defense."
The announcement sees the FMCG giant split its US$5 billion global media business between Mindshare, Interpublic Group (IPG) and Omnicom Media Group (OMG).
OMG retains Unilever¹s Eastern Europe account. In December last year, PHD was appointed to the account in Greater China, worth a reported $450 million alone. OMG also picked up Hong Kong and Taiwan. Taiwan was previously handled by Initiative.
Sources close to the Greater China pitch said that PHD had triumphed following a contest against the incumbent Mindshare, Interpublic¹s Mediabrands and Vizeum. The win at the time was a blow to Mindshare China, of which Unilever is its biggest client.
Meanwhile, Unilever’s Latin America and Russia business will be consolidated with IPG.
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.”
“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 two 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.”
Unilever called the review of its media account in July last year across 53 countries and at the time agencies from WPP, OMG and IPG contended for the account on a region-by-region basis. In October, the brand narrowed the field between Aegis, Mediabrands, Mindshare and OMG.
At the time, it was estimated that WPP¹s Mindshare handled 70 per cent of the global account.
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