Mindshare | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
|Main Telephone||(212) 297-7000|
|Main Fax||(212) 297-7777|
|David L.||Chief Content Officer & President, MindShare Entertainment||NY|
Sample of Associated Brands
|Tim C.||Senior Partner & Human Resources Director - North America||NY|
|Joe S.||Chief Financial Officer||NY|
|Shane M.||Chief Data Strategy Officer||NY|
|Suzanne W.||Integrated Global Media Director, Strategy & Senior Partner||NY|
|****** ******** ****||media buying & planning||2009||present||*|
|****** ************||media buying & planning||2009||present||*********|
|****** *********||media buying & planning||2009||present||******|
|********, ***.||Media Buying, Media Planning||2019||present||*******|
|****** *****||media buying & planning||unknown||present||*|
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Close Watch Update: Unilever to restructure marketing department following CMO departure (Score 54)
We've learned reportedly restructure its marketing department after Wood leaves. We have yet to hear any details on what that restructure will look like, but will keep you posted as always.
In the meantime, agency and martech readers should continue to press for work at this vulnerable account. If Unilever hires a new CMO, they will likely review agency relationships. If Unilever restructures its marketing department, it'll likely restructure its agency relationships, too.
Weed moved quite a bit of work moved in-house during his 25-year tenure, but still used a number of agencies that you can expect competition from: Mindshare (media). Focus pitches on helping Unilever with its digital shift, which you should read more about below as it will likely see millennial engagement rise.
Keep in mind that the digital shift has seen digital rise in lieu of offline channels. View digital display, per here.
Because Unilever is focusing on digital channels to engage millennials, sellers with high ROI digital engagement among millennials will have the advantage. Keep in mind it may be best to reach out for specific brands since some brands have a female skew (e.g., TRESemme and Baby Dove) while others have a male skew (e.g., Axe and Dollar Shave Club) and others have a wide-reaching demographic (I Can't Believe It's Not Butter and Degree). Overall spend typically spikes during Q1 and Q3.
Below was originally published 12/10/18:
Unilever announced that Paul Polman will no longer serve as CEO, effective January 1. Alan Jope, current president of Unilever's beauty and personal care division, will take over for him. Jope started with Unilever in 1985 and has held of number of sales and marketing roles, mostly in the personal care and beauty divisions, in regions including Thailand, China, Russia, Africa adn the Middle East. He has led the personal care division since 2014.
In addition, Unilever announced CMO Keith Weed will retire in May next year. Since he was promoted to the position in 2010, he has lead a digital transformation and a wider efficiency drive that resulted in bringing quite a bit of creative and content production in-house. A replacement has not yet been named, but we'll keep you posted.
Please view lower level personnel shifts here.
Once a new CMO is chosen, agency relationships will likely be reviewed. Thus, agency and martech readers with consumer goods experience should reach out. As noted, a lot of their marketing moved in-house under Weed. This format could change under a new CMO, but if not, there will still be work to secure. For instance, even with their in-house studio, they still work with key agencies like Ogilvy.
Make sure your pitches focus on high ROI and digital. According to Unilever's half year report, they are embracing digital in everything they do. That includes data-driven marketing (data, content, technology and conversations), artificial intelligence (chatbots and virtual assistants) and robotic process automation.
This digital shift suggests they're trying to appeal more heavily to millennials, so in your pitches, you may also want to include causes (LGBTQ+, sustainability, the environment, etc.) and diversity (LGBTQ+, racial diversity, gender diversity). Remember, millennials love authenticity.
Keep in mind, however, that digital spend has actually gone down in lieu of TV. Unilever also typically runs through print, according to Kantar, and spend through that medium has started to go up this year.
With spend shifting around and millennial engagement on the rise, sellers should reach out, as well. Some brands have a female skew (like TRESemme and Baby Dove) while others have a male skew (Axe and Dollar Shave Club) and others have a wide-reaching demographic (I Can't Believe It's Not Butter and Degree). Thus, it may be best to reach out for specific brands. Overall spend typically spikes during Q1 and Q3.
Courtesy of here.