Unilever has consolidated strategic and creative duties for its Beauty & Wellbeing Group globally with WPP.  

The group generated $13.8 billion in revenue for the company in 2023 with underlying sales growth of 8.3%. And the Group accounted for 21% of Unilever’s total revenue.  

WPP already serviced two of the group’s biggest brands in the group—Dove and Vaseline. With the consolidation, it picks up brands such as Sunsilk, Tresemme, Nutrafol and others.  

A WPP spokesperson issued a statement: "Unilever has appointed WPP to consolidate all strategic and creative services at a global level for our Beauty & Wellbeing brands worldwide."  

Incumbents included agencies at IPG, Omnicom and others.  

It was not immediately clear how work on the brands will be divided among WPP’s agencies. Ogilvy has been the longtime lead agency on Dove.  

Word of the consolidation comes amid Unilever’s global media agency review that began earlier in the year. WPP’s GroupM is the major incumbent on the business while Omnicom Media Group, Interpublic and Havas Media also have multiple-market assignments. Unilever's last big media review was conducted in 2021. 

The news also follows an antitrust lawsuit filed earlier this month by social media giant X against the Global Alliance For Responsible Media (which has since shuttered) and several big marketers that were part of the alliance including Unilever, Mars and CVS.