Unilever has moved its global comms planning account to Mindshare from PHD, sources told Marketing. Duties will be held out of the London office. This will include Singapore and Malaysia markets.
This comes as Unilever said it is looking to double savings in overheads and advertising before 2020. To reduce costs the company has embraced zero-based budgeting, under which individual expenses are reviewed during each accounting period rather than rolled over.
PHD was first tapped in 2015 to manage Unilever media buying duties in Australia, Hong Kong, China, Taiwan and New Zealand. In a statement to Marketing, Unilever's spokesperson said PHD will continue to work on the buying accounts for those markets.
“In line with the digitisation and fragmentation of today’s consumer and media as well as our 'Connected 4 Growth' programme, which is giving Unilever more local agility and speed, we are evolving our media agency arrangements. We will be partnering globally for communication planning with Mindshare to increase our effectiveness and deliver greater global to local relevance, future proofing our marketing communication in a rapidly changing media landscape," Unilever's spokesperson said in a statement to Marketing.
“We would like to acknowledge the value that PHD have delivered to our business and will continue working in markets with our current agency partners PHD, Initiative and Mindshare for local media planning and buying," the spokesperson added.
Meanwhile, the brand recently made headlines as it outlined plans to reduce the number of advertisements it commissions by 30% as part of a cost-cutting drive. Chief financial officer Graeme Pitkethly also revealed in October that less money is being spent creating advertising and more money is being spent showing advertising in a more effective way to its consumers.
Meanwhile, the company recently named Annemarieke de Haan as GM of Unilever Malaysia and Singapore. She was previously VP for home and personal care at Unilever Indonesia, a role she has held for about two years and eight months.
Mindshare also recently named Sudipto Roy as MD, team Unilever for Asia Pacific, Africa, Middle East, Turkey and Russia (AAR). Roy will be responsible for bringing the collective power of WPP to Unilever, creating a horizontal offering for the client. It also strengthened its leadership team in Malaysia with the appointment of Anisha Iyer as partner, digital, Southeast Asia, Allison Chin and Deboo Mohanty as senior partner and Andrea Tenner as partner.