No-one actually as Unilever has decided to keep its media buying for Western Europe with WPP’s Mindshare and that for Eastern Europe and China with Omnicom’s PHD. As Unilever, which spends nearly $7bn on advertising globally a year, also decided to keep its US media buying with Mindshare the only winner in the process is PHD which has been given media planning worldwide (Mindshare, presumably, being the loser).
Which rather makes you wonder why Unilever bothered but the review, which took nine months, followed the appointment of Luis Di Como (left) as the consumer goods giant’s head of media and reviews usually follow in the train of new clients.
One agency group that didn’t seem to impress Di Como was Interpublic which also pitched for some bits but failed to win any.
I mentioned this ‘as you were (mostly)’ result to one media person, asking why they bothered. He regarded me rather pityingly and said “It’s to grind down the price of course.” Unilever would no doubt contest this, citing efficiency and quality, but it would be surprising if the company hasn’t saved a few quid.