MindShare wins Unilever £220m brief

MindShare has beaten Initiative in a £220m winner-takes-all media pitch in Germany in the latest round of Unilever centralisations.

The Anglo-Dutch consumer group is holding a series of media reviews around the world to cut costs and increase efficiency. MindShare has also won the business in China.

In Germany, the planning and buying business was split 50-50 between Initiative and MindShare. Dominic Procter, MindShare worldwide chief operating officer, says: “We want to be the most sophisticated media specialist in each market and our clients are endorsing that ambition.”

A review of the £450m US media account is expected before the end of the year, although there have been no formal announcements yet.

In the UK, the media account is handled by Initiative Media. If a review is held in this market, it is not expected until next year or 2001.

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