Unilever consolidates creative accounts for beauty brands with WPP | News

Unilever is globally consolidating the creative accounts for its beauty and wellbeing brands into WPP.

The consolidation means WPP will take on creative responsibilities for Clear, Dove, TreSemmé, Sunsilk, Simple, Nexxus, Shea Moisture, Clear and Pond’s globally, while continuing its previous work on Vaseline.

WPP already had responsibility for some of the FMCG giant’s biggest brands, mostly through its creative agency Ogilvy. The other creative and strategic accounts for Unilever’s beauty brands were previously handled by Interpublic Group, Omnicom and Brandtech Group’s Oliver. 

UStudio, Oliver’s dedicated Unilever team, managed the Simple account in the UK.

Brandtech declined to comment, while IPG and Omnicom did not respond to Campaign’s request for comment.

Campaign understands that WPP will carry out brand strategy and TV ads for Unilever’s beauty brands.

Unilever confirmed to Campaign that it has appointed WPP to “consolidate all strategic and creative services at a global level for our beauty and wellbeing brands worldwide”.

Unilever is also in the process of a global media review, which started in January this year. WPP’s Group M handles Unilever’s global planning and buying media account, which it last reviewed in 2021.