Unilever has moved the pounds 16 million UK Bestfoods media account into Initiative Media as part of a pan-European consolidation of the business.
Unilever, which called a review of its global Bestfoods and Van den Bergh creative business last week, has moved the Bestfoods business in all European markets into existing Unilever agencies. This means that OMD UK, Bestfoods' UK media agency, loses the account to Initiative, which also picks up Bestfoods business in France.
Media for Italy and Germany is thought to have moved to MindShare, Unilever's agency in these markets. This follows the WPP-owned network's triumph last week in winning Unilever's dollars 700 million US media pitch.
Initiative will now handle the UK media for Bestfoods brands including Ambrosia, Knorr and Marmite.
The win adds to the pounds 167million of Unilever business Initiative already handles in the UK. Roy Jeans, Initiative's chief operating officer, was unavailable for comment.