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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.
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