Unilever Arabia signs 'strategic media buying partnership' with MCN/InterPublic Group (IPG)

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Unilever Arabia will maintain their in-house media unit and play the role of lead partner in the negotiation process alongside their strategic Partne, MAGNA (a member of the InterPublic Group). MAGNA will also be the principal partner responsible for the implementation of the media placement.

During the signing ceremony, Jan Zijderveld, the Chairman of Unilever Middle East said: 'We see in this partnership a tremendous opportunity to capitalize on the media buying capabilities of MCN/IPG. They are a much valued and synergistic media partner for our future development'.

The strategic partnership between Unilever Arabia and MCN/IPG is the fruit of extensive negotiations, and is expected to be the biggest media partnership in the region this year, with an annual scope of work nearing $75 million.

Mike Gillam, Unilever Arabia's Head of Media said: 'We are very pleased to be moving our media procurement plan into its second phase. This partnership means we can secure all the benefits we made in '04 and '05 but now improve on our entire process by leveraging the weight and experience of MCN/IPG - I know we've made the right decision'.

Speaking on behalf of IPG, President and CEO Fadi Salameh said on this occasion: 'This is a tremendous milestone in our history; we started from humble roots in this region over 35 years ago and have grown with its development to become the leading total communications network in the region. I could not have hoped for a better Strategic partnership than this with Unilever Arabia. We see it as a testament to the successful track record we have built and to the effectiveness of our relationship with our other clients and partners.

One of the largest producers of some 400 packaged goods, Unilever operates in nearly all countries of Asia, Africa, North America, the Middle East, Western Europe, and Latin America. The company's brand names include Dove, Lux, Lipton, Brooke Bond, Signal, Close-up, Sunsilk, Fair and Lovely, Axe, Rexona, Knorr, Omo, Comfort, Jiff, Lifebuoy and others.