Unilever awards European media planning & buying account to MindShare

This decision follows an announcement in May to its agencies that Unilever intended to review its position and the agencies it employs to handle media buying across the continent.

Until now, both MindShare and Initiative have shared the €1 billion media account.

The review, which also features a pitch from Aegis, did not signal dissatisfaction or criticism of the agencies involved, but rather a further drive by Unilever to centrally co-ordinate and maintain its leading edge position in how it manages media.  

Alan Rutherford, Unilever Global Media Director said, "We'd like to thank Initiative for its diligent performance during its tenure on the account. However, Unilever believes that it needs to streamline its external support structure and services in line with its drive for simplification."