HUL has awarded its digital duties to Mindshare, a GroupM agency, following a multi-agency pitch that witnessed participation from top agencies. Mindshare already handles the group’s media planning and buying mandate for nearly 23 years.
According to the sources close to the development, the mandate has been awarded for a period of three years till the end of 2021. Mindshare will now be responsible for digital planning and buying. HUL’s annual digital spend is estimated to be around Rs 400 crore.
Omnicom’s PHD is the incumbent on the account.
One of the most successful and popular works in the mobile marketing stream in India came from PHD for Unilever, in the form of Kan Khajura Tesan. PHD had worked closely with Lowe Lintas for the campaign, which put India on the global creative map in a much stronger way on digital platform in 2014.