[Seoul, South Korea] Unilever has moved its $9 million creative and media communication business in South Korea to local shop Grape Communications and Interpublic's Initiative Worldwide, effective January 2005. The move follows a pitch against the incumbents, Diamond Ad and MindShare, both part of WPP Group. Initiative and Grape, which already handles local creative for brands such as Chanel, Yahoo and Energizer, have a non-equity affiliation in Korea.
Initiative and MindShare have faced each other in country-by-country Unilever pitches around the world over the last several years. MindShare has won the majority, but Initiative has the edge in Asia, picking up Unilever assignments worth $150 million in other Asian markets like Japan, Taiwan and Indonesia.