Unilever picks media specialists

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LONDON -- Unilever has moved strategic media planning for the estimated $320m it spends to promote its fabric and household cleaning products in Europe out of its three roster creative agencies and into the two media specialists that already handle media buying for it.

Initiative Media has been appointed to handled Lever Brothers' European fabric cleaners, fabric conditioners and machine dish washing categories. CIA Blumedia will handle all Lever Europe's household cleaners and hand dishwashing categories. The three creative agencies for fabric and household cleaning products in Europe are J. Walter Thompson, Ogilvy & Mather and Ammirati Puris Lintas.

This week's decision follows a trial run in 1996, when Initiative was given responsibility for the strategic planning of the Snuggle fabric conditioner brand and, and Blumedia the Jif cleaner brand, across Europe.

Mike Gingell, European Media Manager for Unilever Home & Personal Care Europe, says of the assignments: "The experience gained using specialist media agencies has given us the confidence to move to category planning using Initiative Media and CIA Blumedia, our two European buying agencies."

Copyright July 1997, Crain Communications Inc.

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