Initiative Media takes Unilever Thailand account

<p>Initiative Media (IM) has scored a major coup by outgunning </p><p>MindShare in the pitch for the consolidated Unilever Thailand </p><p>account. </p><p><BR><BR> </p><p>MindShare was the incumbent planning agency, while IM was the incumbent </p><p>buying agency. </p><p><BR><BR> </p><p>IM Thailand was established in October last year when it picked the </p><p>media department of Lowe Lintas & Partners to expand into Thailand. </p><p><BR><BR> </p><p>MindShare had been tipped to win the consolidated Unilever account in </p><p>Thailand because the FMCG giant was appointing MindShare in major </p><p>markets globally. It seemed that it was consolidating its media accounts </p><p>around the world with MindShare. </p><p><BR><BR> </p><p>In Asia-Pacific, MindShare holds the Unilever account in Hong Kong, </p><p>China, Singapore and Taiwan. Most recently, the agency won the USdollars </p><p>700 million account in the United States. </p><p><BR><BR> </p><p>In addition, at press time, WPP announced it was setting up its </p><p>MindShare operation in India after winning the Unilever India and </p><p>Central Asia media account, worth more than USdollars 150 million. </p><p><BR><BR> </p><p>Following a five-way pitch, however, the entire media account for all </p><p>Unilever brands - said to be the biggest single account in Thailand with </p><p>a value of more than two billion baht (about USdollars 50 million) - was </p><p>awarded to IM. The appointment takes effect from April this year. </p><p><BR><BR> </p><p>IM managing director Wannee Ruttanaphon told MEDIA: "Unilever was </p><p>looking for a partnership that could help them move the business forward </p><p>through a new process called Communication Channel Planning which it </p><p>launched last year. We will help facilitate this process as well as </p><p>continue as the buying agency." </p><p><BR><BR> </p><p>She attributed the win to a combination of factors which IM highlighted </p><p>during the pitch: strong market analysis and rate negotiation skills, </p><p>effective media software to enhance planning and buying capabilities and </p><p>up-to-date consumer and media market research. </p><p><BR><BR> </p><p>Ms Wannee also pointed out that her agency has strong local contacts: </p><p>"Another clear edge that Unilever sees in us is our close relationship </p><p>with media owners. We have worked to the best benefit of our client in </p><p>the most optimum way," she said. </p><p><BR><BR> </p><p>TOP TEN TV RECALL</Paragraph> </p><p><Paragraph formatting="linear">HONG KONG</Paragraph> </p><p><Paragraph formatting="linear">1) VITASOY (Hot Vitasoy): client: Vitasoy; agency: Saatchi & </p><p>Saatchi.</Paragraph> </p><p><Paragraph formatting="linear">2) McDONALD'S: client: McDonald's; agency: DDB.</Paragraph> </p><p><Paragraph formatting="linear">3) WELLCOME: client: Wellcome Supermarket; agency: McCann Erickson.</Paragraph> </p><p><Paragraph formatting="linear">4) COCA-COLA: client: Coca-Cola; agency: D'Arcy.</Paragraph> </p><p><Paragraph formatting="linear">5) ORANGE: client: Hutchison Telecom; agency: O&M.</Paragraph> </p><p><Paragraph formatting="linear">6) PARK N' SHOP: client: Park N' Shop; agency: DDB.</Paragraph> </p><p><Paragraph formatting="linear">7) BIGUI GARDEN: client: unknown; agency: Bon Market International.</Paragraph> </p><p><Paragraph formatting="linear">8) YAKULT: client: Yakult; agency: DY&R.</Paragraph> </p><p><Paragraph formatting="linear">9) SAN MIGUEL: client: San Miguel Brewery; agency: JWT.</Paragraph> </p><p><Paragraph formatting="linear">10) SUNDAY: client: Sunday Mobile Phone Network; agency: BBDO.</Paragraph> </p><p><Paragraph formatting="linear">10) HSBC (Online Banking): client: HSBC; agency: Bates.</Paragraph> </p><p><Paragraph formatting="linear"> </p><p><BR><BR> </p><p>Data on TV ads scoring the highest recall among consumers polled was </p><p>collected by MARKET BEHAVIOUR (Hong Kong) LTD, on behalf of MEDIA. </p><p><BR><BR> </p><p>(January 2-12, 2001). </p><p><BR><BR> </p>

by | 02/02/2001