Unilever reshuffles global agencies in account review

Consumer goods giant Unilever is shaking up its global media landscape with a new review of its media planning and buying account. This comes just two years after the last review in 2021, where significant shifts occurred.

Unilever emphasizes this review as part of their standard practice to ensure top-notch partnerships. By regularly evaluating their media landscape, they aim to secure the best possible expertise and strategies for their diverse brands across the globe.

In the previous review, Omnicom's PHD emerged victorious, gaining control of several markets formerly held by WPP, including Austria, Germany, Switzerland, and Canada along with Australia and parts of Asia. Meanwhile, Group M's Mindshare maintained its grip on major markets like the US and UK, expanding its reach to additional territories.

This time around, all bets are off as Unilever casts its net wide. While existing partners like Mindshare (with China added to their portfolio), PHD, Havas Media (France and Spain), and IPG's Initiative (Russia, Ukraine, Belarus, and Greece) are involved, the door is open for new contenders too.
This move signals a potentially dynamic shift in the media agency landscape, with major players like Unilever holding their partners accountable and seeking constant improvement. It will be interesting to see who emerges victorious and how this reshuffling shapes the future of media buying for some of the world's most recognizable brands.