Unilever reappoints Mindshare to European media business

Unilever has reappointed Mindshare to handle its media planning and buying account in Western Europe, North America and Canada.

The fmcg company that owns brands including Dove and Persil began a global review six months ago.

Mindshare will continue to handle Unilever’s media accounts in the UK.

The review is thought to have involved Omnicom’s PHD, which previously handled the account in Canada and Interpublic’s Initiative, which is thought to have retained the business in Latin America and picked up Russia and Mexico.

In a separate review that ended last month, Omnicom’s PHD was appointed to handle Unilever’s media in China, Taiwan and Hong Kong. 

Unilever spent about £150m last year on media in the UK as part of a £700m pan European spend.

Laura Klauberg, Unilever vice president global media, says: “We are extremely pleased with the outstanding portfolio of agencies that will be working on our behalf around the world. The outcome of the review further strengthens Unilever’s position as a leading marketing organisation, and will allow us to reach even more consumers in more effective ways.”

“As we increasingly make use of digital and social media, we are confident that we have the best agency partners to help us engage in new ways with the 2 billion consumers whose lives we touch. In addition, greater alignment within our key country clusters will contribute to achieving exceptional results for our business in an increasingly complex and fragmented media environment.”

Last week, the consumer goods’ group posted a 1.8% rise in fourth-quarter sales, driven by strong volume growth and a 3.5% increase in underlying sales.

It revealed recently that it plans to recruit 30 marketers and a UK brand director to beef up its marketing capacity, and follow the strategy to include Unilever corporate branding on all its product campaigns with the aim of building greater recognition of the group.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here