Lever Europe shifts all media planning out of roster shops

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.

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

interest.’



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