Pepsodent hired Omnicom Advertising, dedicated Unilever team

2026 · Oral care

Indonesians look for health advice on social, and almost no dentists were making content there, so there was nobody credible to work with.

Somebody said so

Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.

How we know

"Many consumers, especially younger audiences, increasingly turn to social platforms for advice on health, beauty and self-care, yet there are relatively few dental professionals creating content that feels engaging, relatable and native to those spaces." Research puts correct brushing at 2.8 percent of the population and no dentist visit in a year at around 96 percent.

Who says so	Unilever's own senior global brand director for oral care, in LBBOnline. MarkeTech APAC reports the same launch separately. Read it
A second source	MarketechAPAC reports the same launch separately, confirming Pepsodent's social media academy in Indonesia to train dentists as dentfluencers and naming Omnicom Advertising's dedicated Unilever team as the developer of the programme.
What the agency was asked to do	Not published as a quoted brief. On record: build a scalable, always-on community of dentfluencers in Indonesia by running a social media workshop that turns dentists, students and oral care advocates into credible creators.
How the agency was picked	Holding company assignment
How that happened	The programme was developed by Omnicom Advertising's dedicated team for Unilever, which is a standing holding company arrangement rather than a pitch. No competitive process, no rival agencies and no fee are named.
How long it took	First workshop held March 2026, LBBOnline interview published 7 May 2026. Described as the first step in an ongoing programme. No contract length published.
Recorded as	Pepsodent (Unilever Indonesia)

Watch out for: This is a programme, not an agency appointment, and the agency is Unilever's standing Omnicom team rather than a shop the brand chose for this work. LBBOnline published it as an interview with the Unilever client, so the framing and every claim come from the brand. Only one workshop had been held at the time of publication, so scalable and always-on are stated intentions, not results. No number of trained dentists, no cost and no outcome data were published.

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Every case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.