Unilever moves to MindShare after Indonesia review

The decision was made in late December, following the decision to tender the account in accordance with global Unilever policy. A statement released by Initiative noted that "since 2004, Unilever has been seeking a more centralised approach to its media and marketing solutions and to align local market activity into sub-regions -- Australia, Southeast Asia, China and North Asia". MindShare also handles Unilever in Malaysia, Thailand and the UK. Although its relationship with Nestlé was a stumbling block, regional chief executive Nick Waters said the agency made commitments regarding "separation of teams and conflict management protocols". He added that MindShare clinched the business due to a better recognition of the marketing challenges facing Unilever. "It was a clear opportunity for a broader communications solution," he said. While Initiative Indonesia did not disclose details of its restructuring, it noted a recent win of a US$3 million assignment from Universal Robina for its 10-brand portfolio in the country.