Unilever Moves Global Planning Duties to PHD, Initiative

Had been handled by Mindshare

With the conclusion of Unilever's review of media-agency partners, the company is shifting responsibility for global communication planning to PHD and Initiative. WPP’s Mindshare managed the bulk of that business.

Omnicom’s PHD has been given planning duties for Unilever’s personal care, refreshment, foods and homecare brands. Initiative, an Interpublic unit, will handle planning for household care. In-market media planning remains with local agency partners.

The packaged goods giant did not make changes in the buying assignments handled by incumbent agencies. Mindshare continues to buy Unilever's media in North America, Western Europe and parts of Asia and Africa. PHD retains buying in Eastern Europe and China, Hong Kong and New Zealand. Initiative is the incumbent in Latin America and in Greece, Portugal, Russia, Ukraine and Belarus.

Unilever, which spends about $7.8 billion on global advertising and promotion, launched the media planning and buying review early this year.