MindShare takes on Unilever Japan

<P>Unilever has reportedly assigned its media buying and planning business to MindShare and Asatsu-DK, displacing incumbents Initiative and Hakuhodo.</P> <P><BR>Worth an estimated US$150 million, the business was previously split between Initiative on planning, and Asatsu-DK and Hakuhodo on buying. The loss is believed to be a major blow for Initiative's Japanese operation, which also saw the departure of Tokyo president Rob Fitzgerald to a New York position last month.</P> <P>With Unilever declining to comment, the exact split of duties between MindShare and Asatsu-DK remains unclear, but it appears likely that MindShare will take on planning while the Japanese player retains buying. </P> <P>The move follows MindShare's successful pitch for Unilever's US$75 million Indonesia business in late 2005.<BR></P>