Shares in WPP PLC (LSE:WPP) topped the FTSE 100 leaderboard on Tuesday, climbing 2.3% in early trading, after major client Unilever concluded its global media review.
The maker of Marmite, PG Tips, Domestos and Cif is the ninth largest global advertiser, having spent around €8.5 billion on brand and marketing in 2023.
WPP’s Mindshare was labelled "the biggest winner" by trade publication Ad Age, bagging work previously handled by France's Publicis Groupe.
Mindshare also kept hold of its duties handling Unilever's general US media business, as well as the UK and China too, while also adding South Africa.
WPP said it has grown its overall business, another trade publication said, though it lost media work in Thailand, Philippines and Vietnam to Publicis.
Unilever shared out media responsibilities among six rival ad agencies, including those owned by Interpublic and Omnicom.
The media review had been cited by analysts as a key risk for WPP.
Unilever marketer Esi Eggleston Bracey said in a statement: “Thank you to everyone who took part in this process as we prepare for the next generation of marketing.
“It’s fantastic to accelerate this journey with both new and long-time partners. Together, we have an exciting opportunity to further optimise our media and content to better reflect people and culture as we continue to build our brands and drive to commerce.”