Dec 15, 2000

INTERNATIONAL: Unilever taps MindShare for US media job

Unilever has announced that it will consolidate responsibility for

all US media planning and broadcast buying with MindShare.



The decision follows a comprehensive review by Unilever of its US media

spend, which totalled some USdollars 700 million in 1999, according to

CMR.



Under the new agreement, MindShare will also play a key facilitating

role alongside the company's brand teams and creative advertising

agencies for Unilever's new Communication Channel Planning process,

which aims to establish the most effective combination of marketing

vehicles for its leading brands.



According to Mr Brad Simmons, vice-president of Unilever US Media, "Our

goal was to make our significant investment in brand communications work

harder. Consolidation will provide a seamless linkage as we move from

broad marketing communications mix planning, through strategic media

planning to tactical implementation."



He added: "MindShare was selected for this assignment because they

offered the best combination of strategic resources and buying

capabilities."



Prior to consolidation, Unilever's US media planning assignment was

split between nine agencies. MindShare currently handles the majority of

Unilever's brand planning assignments. Agency of record responsibility

for national and local television buying was handled by Initiative

Media.



Unilever initially began a media review in November 1999, but elected to

postpone the consolidation of media resource phase until this year in

order to give the media agencies a chance to establish their new

organisations in line with the pitch.



- The stories in this section were sourced from MEDIA's sister

publication in the UK, Campaign magazine.



Unilever has announced that it will consolidate responsibility for

all US media planning and broadcast buying with MindShare.



The decision follows a comprehensive review by Unilever of its US media

spend, which totalled some USdollars 700 million in 1999, according to

CMR.



Under the new agreement, MindShare will also play a key facilitating

role alongside the company's brand teams and creative advertising

agencies for Unilever's new Communication Channel...





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