LONDON (Brand Republic) – Anglo-Dutch consumer products giant Unilever has consolidated its $700m US media planning and broadcast-television buying into WPP-owned MindShare in New York after a protracted three-way pitch.
The move means Unilever will axe nine roster agencies which previously handled the job. Initiative Media Worldwide, owned by The Interpublic Group of Companies, previously handled buying and was one of those pitching for the consolidated Unilever business, along with Optimum Media Direction, part of the Omnicom group.
It was speculated in the US press that Initiative Media’s purchase of the Botway Group in New York, another Unilever roster agency, would help the company keep the business.
The Unilever review started in October 1999, was interrupted two months later and resumed in September 2000.
It does not affect creative work in the US, which remains divided among a number of roster agencies.