MindShare's Win Leads Pack

From beginning to end, Unilever’s consolidated $700 million media review, won by MindShare last week, exemplified the remarkable changes in the media industry in the past year.

Not counting the packaged-goods giant’s business, upwards of $5 billion in media billings were put in play in the U.S. since the Unilever review began in late 1999, and the media-agency concept became a staple of North American advertising. Also, seller-side consolidation disappointed none of its advocates, adding more impetus to the changes.

Unilever’s example encouraged other giant advertisers to launch consolidated reviews, sources said, including the ongoing ones for Pfizer’s $700 million account and for Kraft’s $700 million business—which both include New York-based MindShare.

During Unilever’s 13-month search, one of the most-watched developments was the integration of WPP’s J.