Unilever concludes global media mandate review with agency shifts across markets

According to a report by Storyboard18, Unilever has finalised its highly anticipated global media review, making key changes to its agency partnerships across multiple regions. The FMCG giant has reappointed WPP’s Mindshare to handle media duties in the US, UK, China, and India, solidifying its long-standing relationship with the GroupM-owned agency. Mindshare also secured a major win by adding Sub-Saharan Africa, including South Africa, to its portfolio. 

While WPP retained its hold in several critical markets, Unilever has opted to shake up its roster in other regions. Publicis Media has taken over media responsibilities in Thailand, the Philippines, and Vietnam, displacing WPP in those countries. Havas and Dentsu also joined Unilever’s media agency lineup, further diversifying the global brand’s approach. 

Omnicom Media Group, which previously managed media duties in Canada, saw the account shift to Interpublic’s Initiative. However, Omnicom continues to handle several other markets for Unilever, maintaining a strong presence in the FMCG company’s global operations. 

The media review, which was launched in January 2024, occurs every three years and was last conducted in 2021. At the time, WPP’s GroupM significantly expanded its business with Unilever, with billings reported to be worth $3.4 billion. As with previous reviews, the competition among major holding companies and their agencies has been fierce, with each vying for a slice of Unilever’s substantial media budget. 

With this latest review, Unilever has realigned its partnerships while maintaining relationships with top media agencies, ensuring it remains at the forefront of global media strategy. The moves mark a significant shift in the media landscape and highlight the ever-evolving nature of agency-client dynamics.