Accounts in Review: Unilever Launches Massive Media Review While Ameriprise Briefs Finalists

Given that Unilever spends more than $5 billion in media globally each year, any change in its media assignments will be significant. But sources don't expect decisions in this blockbuster review before the fourth quarter of the year. The core roster shops are Mindshare, Initiative and PHD.

On the creative front this week, Ameriprise Financial is eyeing traditional shops for its main creative account, after more than five years with digital specialist R/GA. The company, which spends nearly $40 million in media annually, briefed a handful of contenders this week in preparation for final presentations next month. Pile + Co. is managing that search.

In other news, Scotts Miracle-Gro cut to three finalists in the review of its media account, which is backed by $80 million in annual spending, and the incumbents in Extended Stay America's digital review beat stiff odds to keep the business.

1

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

2

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide; Kmart: FCB, Havas Media
Contenders: Incumbents, undisclosed others
Completionn: February

3

JCPenney: Media

Media spend: $430 million
Incumbent: OMD
Contenders: Incumbent, undisclosed others
Completion: January

4

U.S. Army: Creative, Media

Media spend: $180 million
Incumbents: McCann Erickson, UM
Contenders: Incumbents, others to be determined
Completion: March 2016

5

Scotts Miracle-Gro: Media

Media spend: $80 million
Incumbent: MEC, Active International
Contenders: Three undislosed shops
Consultant: Pile + Co.
Completion: March
 

 

6

Acer: Global Creative

Media spend: $50 million
Incumbent: Mother
Contenders: DDB, Grey, Saatchi & Saatchi, Dentsu
Consultant: Roth Observatory International
Completion: January

 

7

Ameriprise Financial: Creative

Media spend: $40 million
Incumbent: R/GA
Contenders: Handful of undisclosed shops
Consultant: Pile + Co.
Completion: February

8

Extended Stay America: Digital Media

Media spend: $20 million
Incumbents: IgnitionOne, Digital Marketing Works
Contenders: Incumbents, iCrossing, Performics
Consultant: Hasan + Co.
Awarded to incumbents