Unilever has appointed IPG’s Initiative to handle its media account in Canada following a global review.
OMG, which had been managing the brand’s media function in the country, will continue to handle buying and planning for the brand in other markets, including Germany, Austria and Switzerland.
After the global review, Unilever has also reappointed WPP’s Mindshare to handle its media accounts in the U.S., U.K. and China, and has changed its agency agreements in parts of Southeast Asia. Publicis Media won in five Southeast Asian markets, including Thailand, the Philippines and Vietnam, while Dentsu secured Japan. Mindshare also got media duties for Sub-Saharan Africa, including picking up South Africa from OMG.
Unilever, which owns Dove, Ben & Jerry’s and Marmite brands, last reviewed its media account in 2021. At that time, Mindshare picked up most of the brand’s media business across its top markets.