AdWeek today reported that Unilever has awarded MindShare its $700 million consolidated U.S. media planning and broadcast buying account, ending a year-long contest which, at the end, pitted WPP's
global media arm against fellow Unilever incumbent Initiative Media. The third incumbent contender, Omnicom's OMD, bowed out last October. The assignment adds broadcast buying to MindShare's Unilever
responsibilities-the agency had handled the lion's share of Unilever planning in this country as well.
