Bestfoods’ £16 million UK media account, which includes the Ambrosia, Knorr and Marmite brands, has been awarded to Initiative Media as part of a pan-European review by new owner, Unilever. The move hits incumbent OMD.

Initiative has also won Bestfoods’ media business in France, while WPP-owned MindShare is thought to have gained the accounts for Italy and Germany in the wake of WPP’s success in winning Unilever’s $700m American media business.

Initiative already handles around £167 million of Unilever's business in Britain.

News Source: CampaignLive (UK)