Dutch paper Handelsblad has reported Unilever is seeking to save €120m (£84m) on its annual €1bn European media buying and planning account, which was won by MindShare on Friday.
Unilever spokesman Tom Gordijn told the paper: "We intend to step up our advertising spending. I can not say how much we are going to spend, but it is clear that for a company of brands like Unilever, marketing and advertising is very important."
He added: "I can not comment on the figures, they are not from us. It is clear that we are seeking to get services at a lower price."
MindShare won the pan-European account after a pitch process that also included Initiative, the incumbent on the UK and a raft of European accounts, and Carat.
Previously, WPP-owned MindShare had only held the Italy and Germany accounts before winning the business across all divisions and in 15 European markets.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)