WPP’s Mindshare today announced plans to acquire Media Arts System and Services Company, Inc. (MASSCOM) in the Philippines.
MASSCOM is a single-client media agency that was set up exclusively to handle the media business for Unilever 27 years ago. Its focus is on media planning and buying across channels.
In this new partnership, MASSCOM will be folded into Mindshare, which will be the agency of record for Unilever in the Philippines moving forward. Mindshare already manages the Unilever account in 40 countries around the world, 10 of which are in Asia Pacific.
Rohit Jawa, chairman, Unilever Philippines said: ‘MASSCOM is one of Unilever Philippines’ oldest and most respected partners and they have played a key role in every brand success that the company has achieved in the market over the years. Now with this new agency arrangement, we are confident that the new media team will excel even further by leveraging the team’s expanded capability and expertise.’
The new media agency arrangement will come into effect in January 2014.