In a bold move signaling a new era in its advertising strategy, Unilever has handed out its media planning and buying accounts following a comprehensive global review. The FMCG titan has reappointed WPP’s Mindshare to manage its media accounts in major markets like the US, UK, and China, while redefining its partnerships in several other regions, including Canada and Southeast Asia.

Unilever, recognized for its iconic brands like Dove, Ben & Jerry's, and Marmite, has expanded its roster to include all six major holding companies for the first time. Traditionally, the company relied heavily on WPP, Omnicom, and Interpublic for media-buying across the globe. However, recent years have seen an evolving landscape, which now includes Havas, Publicis Groupe, and Dentsu as critical partners.

Key highlights from the 2024 media review include: - **Publicis Media** taking charge in five Southeast Asian markets, notably winning Thailand, the Philippines, and Vietnam, previously held by WPP. - **Interpublic’s Initiative** emerging as the new media partner for Canada, taking over from Omnicom Media Group. - **WPP** expanding its influence by securing Sub-Saharan Africa, including the vital South African market, also previously managed by Omnicom.

This review process, initiated in January, aligns with Unilever’s practice of periodically reassessing its agency partnerships. The aim? To ensure top-tier support within an ever-evolving media landscape, as illustrated by Esi Eggleston Bracey, Unilever’s Chief Growth and Marketing Officer. She stated, “We are excited to embark on this journey with both new and long-standing partners, aiming to enhance our media and content strategies to better connect with consumers and cultures.”

WPP expressed enthusiasm over the retained business, indicating a growth in their overall relationship with Unilever. Mark Read, CEO of WPP, highlighted the addition of an integrated shopper marketing brief that had previously belonged to Publicis, marking a significant consolidation in their relationship.

Unilever is currently one of the largest advertisers worldwide, investing a staggering €8.55 billion (approximately $9.5 billion) in its brand and marketing efforts in 2023 alone. This figure represents a noticeable increase from €7.82 billion ($8.7 billion) in the prior year. Despite ramping up its marketing investments in the first half of 2024, Unilever has cautioned investors about potential higher restructuring costs in the latter half, aiming for tighter cost control amid broader business operations.

The full breakdown of agencies awarded duties includes: **Mindshare (WPP):** North America, UK & Ireland, most of Europe, Sub-Saharan Africa, and several markets in South Asia. **OMG (Omnicom Group):** Middle Eastern nations, Germany, Switzerland, and Turkey. **Initiative (Interpublic Group):** Canada, Latin America, and parts of North Africa. **Havas Media (Havas):** France and Spain. **Publicis Media (Publicis Groupe):** Several Southeast Asian countries, including Singapore and Malaysia. **Dentsu:** Japan.

This comprehensive media review promises to reshape Unilever’s marketing landscape, offering opportunities for innovation and engagement in a competitive market. With rising advertising costs and changing consumer preferences, how will these changes drive Unilever’s next chapter? Stay tuned as we see how this evolves!