Is Unilever Looking to Challenge TV Dominance in Media Mix?

Sources say new review is not just about better pricing

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When Luis Di Como was promoted to svp of Unilever global media earlier this year, he said he was looking forward to making the marketer's advertising and promotion budget “work harder for us in different and exciting ways.”

So fast-forward, and Di Como has called a global media review, just two years after his predecessor concluded a previous global media buying rethink. The new initiative, which covers both planning and buying, begins next month. Incumbents are WPP’s Mindshare, which handles the business in North America and Western Europe; Omnicom’s PHD unit, which works for the marketer in China and Central Europe; and Interpublic’s Initiative, Unilever’s media agency in Latin America.



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