Unilever global media review: Mindshare retains lion’s share; 6 holding Cos bag biz

Unilever has completed its global media review and has appointed six ad holding companies for its FMCG business. WPP’s Mindshare has retained the lion’s share of the media account, including US, UK and China. In addition, WPP has won Sub-Saharan Africa (including South Africa). Mindshare will also handle South Asia (India, Bangladesh, Pakistan Sri Lanka), Indonesia, Australia & New Zealand, Central East Europe, Netherlands & Belgium, Nordics, Ireland, and Italy.

In addition to WPP, Omnicom and Interpublic that Unilever has been using for its global media buying duties, the conglomerate has also roped in Havas, Publicis Groupe and Dentsu in the latest media review.

Omnicom Group has won the media business for Hong Kong, Taiwan, Turkey, Germany, Austria, Switzerland and the Middle East nations – Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE.

Publicis Groupe has won in five markets in Southeast Asia – Malaysia, Singapore, Philippines, Thailand, and Vietnam.

Interpublic Groupe (Initiative) has won in the Latin American nations of Argentina, Brazil, Mexico, along with North Africa, Canada, Greece and Ukraine.

Havas Media has won the business in France and Spain, while Dentsu has bagged the Japan media business.

Unilever had embarked on the global media review in January 2024. The last media review was held in 2021.

Unilever is one of biggest advertisers in the world with marketing and ad spends exceeding $9 billion in 2023.

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