Unilever has announced that it is consolidating the creative and strategic duties for its global beauty brands under WPP. WPP, which already manages key Unilever brands like Dove and Vaseline primarily through Ogilvy, will now expand its role to include additional brands.
As part of this consolidation, WPP will take over creative responsibilities for Tresemme, Sunsilk, Simple, Nexxus, Shea Moisture, Clear, and Pond’s, both in the U.S. and internationally, while continuing its work on Vaseline. These brands were previously handled by agencies such as the Interpublic Group of Companies, Omnicom Group, and Brandtech Group’s Oliver in different regions.
This move will see WPP overseeing brands with U.S. media spending of $36 million in 2023 and $17 million in the first quarter of 2024, according to Vivvix. WPP already manages Unilever beauty brands with a combined spending of $100 million in 2023. Notably, global brands like Sunsilk and Clear, which have a strong presence outside the U.S., will now also fall under WPP’s creative management.