Initiative Media has snatched a chunk of Lever Brothers’ strategic media
business from its parent company, Ammirati Puris Lintas, by taking on a
pan-European brief for the pounds 15 million fabric conditioner brand,
Initiative has been handed the task as part of Unilever’s drive for a
co-ordinated media approach to individual brands across Europe.
The win comes after a series of internal tussles between Initiative and
APL over who should handle the strategic media function for full-service
clients - the creative agency or the media agency.
Lever Europe’s media manager, Mike Gingell, did not rule out the
possibility of strategic media planning for other brands moving from
Lever’s roster of creative shops, which includes J. Walter Thompson and
Ogilvy and Mather, to media agencies.
‘We are looking at different models of how to approach media planning
with a view to the future. Communications planning is important as new
media such as the Internet and direct marketing become more cost-
effective. We need to be aware of how they differ from country to
country and ensure we take a consistent approach,’ Gingell said.
Initiative Media London’s chief executive, Phil Georgiadis, said he was
delighted to have picked up the account. ‘In a period of unprecedented
change in media markets across Europe, media specialists must address
strategic brand communication issues as well as continuing to drive the
maximum efficiencies from the buying operation.’
The business will be handled out of Initiative’s London office, and the
company is expected to appoint the former APL communications planning
director, Helen Jones, to head the account.
At the same time, Initiative has picked up the pounds 4 million Helene
Curtis media business from Manning Gottlieb Media. Helene Curtis was
acquired by Unilever earlier this year, and the business is now being
centralised into Initiative.