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Account Move

PHD beats Mindshare to $59m Unilever Australia media account

14 July 2015
PHD beats Mindshare to $59m Unilever Australia media account

Unilever has appointed PHD to handle its $59m media planning and buying account in Australia and New Zealand, splitting with GroupM agency Mindshare.

Mindshare has held the account since 2011, and loses the business just weeks after it was announced GroupM Australia chairman and chief executive John Steedman is leaving the group.

It has also been reported that Omnicom’s PHD has renewed its position on the Unilever media account across Greater China, though this is yet to be confirmed.

According to Marketing, Unilever is planning to shift its marketing budget towards digital and social media, with spend on print “severely trimmed”.

The news comes amidst a wider review of the FMCG firm’s $8bn global media arrangements.

The incumbents include Mindshare in North America, parts of Europe and Africa, Initiative for LatAm, Europe and Russia, and PHD in parts of Asia and Europe.

A Unilever spokesperson said: “Unilever Australia has completed the review of its media planning and buying agency services, as part of the Company’s global policy to periodically evaluate media arrangements.

“The review included the current incumbent Mindshare along with PHD and Initiative Media. Unilever is pleased to announce PHD has been appointed as the media agency for Unilever Australia and New Zealand.”

Alex Brownsell, London


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