Posted on by Nathalie Tay
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Unilever announces outcome of global media review
02 Oct
Publicis has taken over five out of six markets pitched in Southeast Asia, with only Indonesia (which did not pitch) remaining with WPP’s Mindshare.
For the other parts of Southeast Asia, Publicis Media (Publicis Groupe) handles for Malaysia, Philippines, Singapore, Thailand and Vietnam.
Unilever has reappointed WPP’s Mindshare to its media account in the US, UK and China but has shaken up its agency arrangements in a number of other markets, including Canada and parts of Southeast Asia.
The pitch process was designed “To ensure best-in-class support in a competitive and dynamic media landscape, aligned to Unilever’s Growth Action Plan”, the FMCG client said.
Unilever is one of the world’s biggest advertisers, spending €8.55 billion ($9.5 billion) on its brand and marketing investment in 2023, up from €7.82 billion ($8.7 billion) a year earlier.
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After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.
We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.
Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.
Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.
Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.
Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.
