PHD wins Canadian business from Unilever

Mindshare, which has managed media here since 2010, has still managed to retain most of the scrutiny globally.

Unilever’s $3.3 billion media review ended after a six-month process, and while WPP’s Mindshare retained most of its account – and even extended it to some markets – it was PHD that relinquished purchasing and planning duties for Canada.

The Omnicom agency also obtained media assignments for Austria, Germany, Switzerland, North Africa, the Middle East and Turkey.

Mindshare had been Unilever’s media AOR in Canada since 2010, a mission that has not changed after the last CPG review in 2015. Among the dozens of brands Unilever sells in Canada are names like Dove, Axe, Lipton , Hellmann’s, Love Beauty Planet, Seventh Generation and Tresemmé.

Despite losing Canada and some other markets, WPP still views the results as a win as Mindshare now manages media for the rest of North America, as well as the UK, India, Indonesia and China, covering Unilever’s main markets (the Chinese part of the business was not part of this year’s review, having moved from Omnicom to WPP last year). It also has functions for Ireland, Netherlands, Belgium, Italy, Nordic countries, Eastern Europe, Pakistan, Bangladesh, Sri Lanka, Philippines, Thailand and Vietnam.


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