LONDON: Unilever has selected five firms that it will draw upon for global work, including GolinHarris and Fleishman-Hillard, following a review that began last May.
UK-firms Chime Communications' Icon, Cake Group, and Salt London were also among those firms selected, according to Marjolein van Kampen, global brand PR director for Unilever.
Ogilvy PR is also expected to join the roster, but Unilever is “currently settling issues around terms” with the agency, Van Kampen said. Ogilvy deferred comment to Unilever.
PRWeek UK first reported on the wins.
While Unilever will still use current firms for brand work, this new global roster will work on global projects as needed, Van Kampen explained. Each of the approximately 25 brand teams within the company can also still work with and choose their own local agency partners.
Starting last year, Unilever began instituting channels to better utilize PR, such as a KPI system to measure results media coverage, beyond print and broadcast, in addition to agency appraisal systems for brand teams. She noted that the new global roster is “just one element” that will help it “professionalize PR.”
The global roster will “create alignments within our media groups,” she added.
To choose the firms, the company sought out agencies by “capability, geographical footprints, [and] creativity,” she said. Edelman, which does global work for the company, was not included as a roster partner due to its accounts with competing clients, she said. Edelman could not immediately be reached.