Market buzzing over rumours of planned Unilever consolidation

<p>Unilever is reportedly planning to consolidate more of its </p><p>Asia-Pacific media accounts into one agency. </p><p><BR><BR> </p><p>Speculation is rife that the FMCG giant is moving in this direction </p><p>after it decided to consolidate its USdollars 700 million media account </p><p>in the United States with MindShare (see also story on page 50). </p><p><BR><BR> </p><p>The speculation is given added credence following a statement from the </p><p>president and CEO of Unilever United States Charles Strauss. </p><p><BR><BR> </p><p>"Our move to a consolidated media assignment reinforces Unilever's </p><p>worldwide efforts to simplify and focus its marketing investment for </p><p>maximum return," he said in the statement. </p><p><BR><BR> </p><p>"This consolidated approach will improve productivity for our leading </p><p>brands." </p><p><BR><BR> </p><p>Industry sources said that with the current state of play, MindShare </p><p>stood poised to be the major beneficiary, as it holds entire Unilever </p><p>accounts in Hong Kong, China, Singapore and Taiwan. </p><p><BR><BR> </p><p>However, they pointed to the Unilever pitch now going on in Thailand, </p><p>where WPP's MindShare, the incumbent planning agency, is up against </p><p>Interpublic's Initiative Media, the incumbent buying agency. </p><p><BR><BR> </p><p>The sources could not predict which agency would get the upper hand, </p><p>however, they said that if MindShare won it meant that Unilever was </p><p>sacrificing Initiative's strong local contacts in favour of building </p><p>regional clout through one or two media agencies. </p><p><BR><BR> </p><p>As in the US, there are no changes likely in the line-up of creative </p><p>agencies servicing the Unilever account in the region. </p><p><BR><BR> </p>