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Unilever Consolidates Its Search Marketing Business

Resolution Media will handle with sister shop PHD

Resolution's gain is a loss to some WPP shops.

Unilever has consolidated all of its search engine optimization and search engine marketing  efforts at Resolution Media after a pitch.

To manage the account, Resolution will work with fellow Omnicom Media Group media shop PHD, which handles most of the consumer goods giant's global media communications planning.

The shift of search business, which had primarily been handled by WPP Group agencies, comes amid Unilever's global review of all of its media partners. While spending on search could not immediately be determined, Unilever all in spends more than $5 billion a year on global media.

In a statement, Unilever confirmed the shift, noting that before the media review began, the company "quite separately, analyzed its search marketing requirements."

 

In 2012, OMG said it was combining all of its search agencies across 40 countries under the banner of Resolution Media. (Until that point, Resolution only operated in the U.S. while Omnicom's search offerings functioned under different names elsewhere in the world.) The unit is part of Annalect Group, OMG's digital data and analytic company. 

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