Lever Europe has moved all of its strategic media planning out of
its roster creative agencies and into its two media buying companies,
Initiative Media and the CIA Group.
J. Walter Thompson, Ammirati Puris Lintas and Ogilvy and Mather are the
main losers, as Initiative scoops 70 per cent of the strategic media
business and CIA the remaining 30 per cent.
Initiative takes on Lever’s fabric cleaners, fabric conditioners and
dishwasher detergent categories across Europe, which will be
co-ordinated through Initiative’s London office. The main brands are
Persil washing powder (handled by JWT), Surf (handled by Lintas) and
Comfort (handled by O&M).
CIA’s Italian office, Blumedia, will handle household cleaners and
washing-up liquids across Europe, including Domestos (handled by
Lintas), Persil washing-up liquid (handled by JWT), and Jif, which CIA
won in 1996. The changes take effect from 1 October. The realignment
follows a trial last year, when CIA picked up strategic planning for Jif
and Initiative won a similar task on Snuggle.
Mike Gingell, the European media manager for Unilever Home and Personal,
said there were ’no immediate plans’ for the rest of Unilever to follow
this pattern, but added: ’Other parts of the company will watch with