Unilever, which owns brands including Ben & Jerry’s and Marmite among others, has launched a review of its global media and planning account.
As reported in Campaign magazine, the business is starting a fresh pitching process.
WPP Mindshare, which is the incumbent account — will be repitching for the account. The agency currently handles Unilever’s media for the Netherlands, Belgium, Nordics, Italy, Eastern Europe and South Asia, as well as managing planning and buying.
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Unilever has recently suffered criticism for greenwashing, and was investigated by the CMA for its “vague and broad” claims.
A Greenpeace campaign also saw the creation of a subversive stunt outside the brand’s headquarters.
In August last year, WPP, which owns Mindshare, downgraded its yearly forecast after a tough first half.
A Unilever spokesperson told Campaign magazine that the review was part of its “standard process” to “ensure best-in-class media agency partnerships”.
