Unilever dishes out $400m Bestfoods media spend

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LONDON 1 According to adageglobal.com, Unilever will announce next week a global media realignment that will see all Bestfoods assignments moved into Unilever roster media agencies. Unilever divides the majority of its $4.5 billion budget (including Bestfoods) between WPP Group and Interpublic Group of Cos. WPP, whose MindShare snatched Unilever's $575 million U.S. planning and buying account last week, holds the larger, 60% share.

The value of the new Bestfoods business to Unilever agencies will be $400 million in 2001, when the realignment will start to roll out across the globe. As much as $300 million could be plowed into the U.S. The cost to the losing agencies will be less, however, as Bestfoods' global media spend has dwindled from $400 million in 1997 to just $150 million this year.

See adageglobal.com for the full article.

Copyright December 2000, Crain Communications Inc.

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