Unilever to review global media duties

Unilever has confirmed its massive US$6 billion-plus global media business is up for review, with its key agencies Mindshare and PHD on notice across key markets in Asia including China.

It's been just over two years since Unilever conducted its last global media review but Luis Di Como, Unilever's senior vice president of global media, said the new exercise will ensure it continues to employ best-in-class agency partners.

"We want to make sure that we continue to have best‐in‐class agency partners to deliver Unilever’s vision: to double the size of our business while reducing our environmental impact," he said via a statement.

The review will have a global scope and include services for its four categories – Foods, Refreshment, Home Care and Personal Care – and for the countries like North America, Russia, India, China, France, Spain and Germany.

It also comes as Unilever announces a new marketing strategy "Crafting Brands for Life" which Di Como said aims to ensure it leads the digital marketing space and "drive us to ensure that we are working with the best agencies to deliver our ambitions."

Mindshare currently holds the business in 10 countries worldwide including Thailand, India and North America while PHD, part of Omnicom, controls Unilever's media spend in Poland and Greater China.

The review is set to commence in January 2012 and will include incumbent agencies and a "few other carefully selected" ones, Unilever said.