- MindShare has triumphed in the $700 million centralised media pitch for Unilever's US business. The appointment was made on Wednesday afternoon in New York.
The agency pulled off a coup following a three-way pitch against Initiative Media Worldwide and Omnicom Group's Optimum Media Direction, following a second round of presentations in October. All three agencies were Unilever incumbents.
The FMCG review began in October last year but was put on hold in December when participating agencies were asked if a review should take place and whether the company should centralise the media account or keep the accounts separate.
MindShare US's appointment follows it winning Unilever's business in Italy, Germany, India and China. Irwin Gottlieb, the chief executive of MindShare US, was unavailable for comment as Campaign went to press.
Unilever's decision to pool its US media follows the overhaul of its global communications operations, with the paring down of its brands and the simplification of its overall management structure. The planning of communications channels for the Unilever brands have been given a greater priority, which sparked concern among some of the FMCG's global creative networks that it may be left out of the early planning stages.
J. Walter Thompson, Lowe Lintas & Partners, McCann-Erickson Worldwide and Ogilvy & Mather Worldwide form Unilever's global creative network.