Unilever revamps global media agency roster, appoints WPP's Mindshare in key markets

Global consumer goods giant Unilever has announced a significant shake-up of its media agency arrangements across various markets. While the company has reappointed WPP's Mindshare to handle its media account in the US, the UK, and China, it has also introduced new agencies into its roster, including Publicis Groupe and Dentsu.

The decision to diversify its agency partnerships comes as part of Unilever's ongoing efforts to optimise its media and content strategies and in line with ‘Unilever’s Growth Action Plan’, the company said.

By appointing a wider range of agencies, Unilever aims to leverage the best-in-class expertise available in the market and ensure that its advertising campaigns are aligned with its growth objectives.

Unilever initiated a comprehensive review of its media planning and buying account in January this year.

Unilever's 2024 media agency review led to major changes in its global partnerships. Publicis Media won five Southeast Asian markets, previously managed by WPP. Some of these markers include Thailand, the Philippines and Vietnam. At the same time, Interpublic's Initiative took over the Canadian account from Omnicom Media Group, while WPP strengthened its presence in Sub-Saharan Africa, including South Africa.

As per the company’s strategy and growth action plan, they are stepping up their execution to deliver improved performance – focusing on faster growth, productivity and simplicity, and performance culture.

“It’s fantastic to accelerate this journey with both new and long-time partners. Together, we have an exciting opportunity to further optimise our media and content to better reflect people and culture as we continue to build our brands and drive to commerce,” global media reports quoted Esi Eggleston Bracey, chief growth and marketing officer at Unilever.