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Omnicom’s PHD has won Unilever´s global planning account. PHD has beaten Mindshare in the final pitch.

Unilever called a review of its $3bn global planning and buying business at the end of the 2011 and invited its worldwide incumbents to pitch for the business. The review covered duties for its foods, refreshments, home care and personal care categories. Unilever last reviewed its media business in early 2010 and split its estimated $5bn global media business between Mindshare in North America, Interpublic’s Initiative in Latin America and PHD in China and Central Europe.

While Unilever is yet to confirm the appointment, a source familiar with the account confirmed to Ad Age that they have in fact won the majority of the business with approximately 5% being retained by Interpublic’s Initiative.

According to Ad Age, the media buying part of the business will continue to be handled regionally and no announcements are expected to be made until September. Last month, Mindshare retained the US buying business without a review.

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