APN Outdoor has gone to surprising lengths in congratulating Mindshare on winning Unilever’s media business, by running the following creative on its digital property on the corner of Flinders and Swanston streets: “U BEAUTY MINDSHARE! CONGRATULATIONS FROM APN”.

Passersby seemed emotionally unaffected by the massive wastage in targeting Mindshare Melbourne’s office of 40+ employees with the prominent site. It did give your author a wry smile on his morning commute.

The Unilever account, estimated by Nielsen to be worth $45 million in billings and by AFR to be worth over $100 million, was under review with Mindshare, Initiative and PHD pitching. Incumbent agency Universal McCann was thanked in a press release for “their passion and efforts that built a successful partnership over the past 10 years.”

The appointment is effective from March 2011.