Unilever Revamps Media Agency Partnerships; Onboards Publicis & Dentsu In Roster

Unilever unveiled a major overhaul of its media agency partnerships across several key markets. While WPP's Mindshare has been reappointed to manage its media accounts in the US, UK and China, Unilever has also brought on new agencies, including Publicis Groupe and Dentsu to its roster.

Unilever stated that its decision to expand its agency partnerships aligns with its 'Unilever Growth Action Plan' and is part of its ongoing strategy to optimise media and content approaches.

By broadening its agency roster, the company aims to tap into top-tier market expertise to ensure its advertising campaigns effectively support its growth goals. The move follows a thorough review of Unilever's media planning and buying account, which began in January.

Unilever's 2024 media agency review resulted in shifts in its global partnerships. Publicis Media secured five Southeast Asian markets, including Thailand, Philippines and Vietnam, previously managed by WPP. Meanwhile, Interpublic's Initiative took over the Canadian account from Omnicom Media Group and WPP further expanded its reach in Sub-Saharan Africa including South Africa. In line with Unilever’s growth action plan, the company aims to enhance performance through a focus on accelerated growth, increased productivity, simplicity and a strong performance-driven culture.

"It's fantastic to accelerate this journey with both new and long-time partners. Together, we have an exciting opportunity to further optimise our media and content to better reflect people and culture as we continue to build our brands and drive to commerce," global media reports quoted Esi Eggleston Bracey, Chief Growth and Marketing Officer at Unilever.