Unilever Confirms It Is Conducting Multinational Media Agency Review

Back in January word circulating in adland was that Unilever was making plans for a major media agency review. And today the company confirmed those plans.

“We are doing a media agency review across many of our markets,” a rep for the company said. “This is part of our standard process to periodically review, to ensure best in class media agency partnership.”

Sources noted the company had been discussing a review a year ago before the pandemic kicked in with full force, which apparently caused the talks to be shelved. But the company began internal discussions late last year about reviving plans for the review. It includes North America, much of Europe and other markets.

The company spent $4 billion on measured media last year, according to COMvergence. The majority of that spend is being reviewed although the precise amount was not available at the time of this posting.



The company’s last major media review was in 2015, when it retained GroupM’s Mindshare (North America, Europe and other territories), Omnicom’s PHD (China, Australia and other countries) and IPG’s Initiative (Latin America, as well as a global communications planning remit).

The review comes a little more than a year after Unilever appointed Conny Braams chief digital and marketing officer. Her appointment came after an extensive search to fill the top marketing role at the company, previously held by Keith Weed.


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