MindShare Wins £700 Million Unilever Account
MindShare has won Unilver’s £700 million European media account following a lengthy pitch against Carat and incumbent Initiative.
The decision by the FMCG giant, which owns the Marmite, Persil and Flora brands, will come as a blow to Initiative, which has held the lucrative Unilever account in a number of European advertising markets including the UK, France, Ireland and Spain.
MindShare, which is part of Martin Sorell’s WPP Group, now holds the business across all Unilever’s divisions and in 15 European markets. Reports suggest the move represents the largest single account to change hands in the history of the European media business.
Giulio Malegori, chief executive of MindShare Europe, said: “I am delighted that Unilever has selected MindShare as their media partner for Europe. Our team has really risen to the challenge of delivering a truly compelling offer in each market based on a combination of great thinking and robust negotiation. We are really looking forward to working with one of the top global advertisers across the region.”
Alan Rutherford, Unilever’s global media director, added: “Unilever needs to streamline its external support structure and services in line with its drive for simplification and MindShare has clearly recognised the needs of our European business in their response to this pitch.”
The latest figures from Nielsen Media Research show that MindShare overtook Carat to become the third largest agency in terms of billings in the twelve months to July after winning a range of high-profile accounts including Abbey and Argos.
MindShare: 0207 969 4040 www.mindshareworld.com
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